On the eve of her 30th birthday in late April, actress Jessica Alba, wearing a neon-yellow tunic and a medley of white, rose, and yellow gold circle pendants from Piaget’s revamped Possession collection, admired the view of Los Angeles from a balcony terrace at the Chateau Marmont, a favorite gathering place among denizens of Hollywood. As Piaget’s newest ambassador, Alba was promoting the collection’s new imagery, captured earlier in the spring by photographer Patrick Demarchelier. Six shots featuring the actress in different looks—tough and sexy in a black leather blazer, demure and friendly in a feathery white sweater, each outfit accented by sautoirs, chains, and pendants—debuted on Piaget’s web­site and Facebook page April 27, marking the brand’s first campaign targeted solely to online and social media. Behind-the-scenes images from the shoot appeared on YouTube the