Swiss jeweler Piaget has chosen its new face popular Hollywood actress Jessica Alba who is to become an ambassador for its Possession collection of jewelry. This is not the first collaboration of the jewelers with Hollywood: Piaget takes active part in cinema life organizing and sponsoring various events. Besides, products of the brand are extremely popular among celebrities. In 2010 Sienna Miller was Alba’s predecessor on the position.

To continue a series of recycling-oriented projects, which include the famous 111 Navy Chair and the recently presented ‘Give It Back’ racks, Coca-Cola collaborated with a range of apparel designers on creating a collection of T-shirts, made of recycled PET bottles, as part of the Coca-Cola rPET Program. For the line, launched just in time for the Earth Month, the company and Base Control, the Japanese casual wear brand, teamed up with Stussy, BEAMS, XLARGE, SILAS, JOURNAL STANDARD, LUKER by NEIGHBORHOOD, Beauty & Youth and BASESTATION, as www.hypebeast.com reports.

A Swiss luxury watchmaker Tissot continues to leverage augmented reality to surprise more customers with excellent design, high quality and amazing technology. This time, the brand has partnered with Harrods store in attracting customers with interactive displays installed in Brompton Road shop windows that allow passers-by to try any watch of their choice from Tissot Ladies and T-Touch collections just by raising their hand to see a vision of the new watch on their wrist.

Nowadays fashion seeks to spread its power over every tiny detail of our life, not just clothes and footwear. Since the time even personal electronics were announced a fashionable accessory, the modern day consumer has become hard to surprise. But what is SHE going to say about that: beginning April 4, even sanitary pads have become a fashionable accessory due to the ground-breaking campaign launched by U Kotex. The brand has signed an award-winning designer Patricia Field (known for her work as a fashion and costume designer in ‘Sex and the City,’ ‘Ugly Betty,’ and ‘The Devil Wears Prada’) to run the new contest, adage.com reports.