Michele Watches Announces Ashley Graham as New Brand Ambassador for “Legacy Redefined” Campaign
Michele Watches, renowned for its boldly feminine timepieces, has unveiled its latest campaign, “Legacy Redefined,” with supermodel and entrepreneur Ashley Graham as the new face of the brand. The campaign celebrates strong, multifaceted women and the legacies they create throughout their lives, blending boldness and femininity in a powerful message of empowerment.
“Legacy Redefined” is a tribute to women who embrace their dual roles, balancing strength and grace while defining their own unique legacies. Ashley Graham, known for her trailblazing work as a supermodel, entrepreneur, mother, author, and advocate, embodies the spirit of this campaign. She has redefined the fashion and media industries by staying true to her authentic self, building a legacy based on confidence, kindness, and influence.
Reflecting on her role in the campaign, Graham shared, “This Michele campaign has truly blended so many aspects of my life, including fashion, women empowerment, personal growth, and family. I’m honored to have been chosen as the face to bring this campaign to life, and I hope that my legacy inspires all women to be themselves in their unique beauty.“
The campaign, captured by photographer Coliena Rentmeester and styled by Emily Evans, features Graham stylishly modeling both iconic and new Michele Watches timepieces. The campaign also includes a personal touch, with Graham’s children making a surprise appearance in some of the images.
Michele Watches, known for its Swiss movements, genuine diamonds, signature red crown, and iconic seven-link bracelets, has long been a symbol of distinction for the women who wear them. The “Legacy Redefined” campaign invites all women to celebrate their milestones with Michele’s timeless designs, now available in new colorways, including the Deco Diamond Two-Tone 18K Gold-Plated Watch in Blue Dusk.
Lisa Pillette, Chief Marketing Officer of Fossil Group, Inc., emphasized the inspiration behind the campaign, stating, “We’ve spent the past 18 months connecting with the Michele Watches woman. It was inspiring to see how drive and ambition, along with nurturing femininity, enables our consumer to manifest her best self. These women are truly dedicated to forging their own path as they redefine what legacy uniquely means to them – they are the driving force behind the ‘Legacy Redefined’ campaign.“
Pillette added that when it came time to choose a figure to anchor the campaign, Ashley Graham was the clear choice. “She needed to be a powerful mix of attributes: bold, confident, and someone who stands for making a real difference. Ashley Graham was the clear woman.”
Ashley Graham’s curated selection for Michele Watches is now available on michele.com and at select stores nationwide, with prices ranging from $1,595 to $5,995.
