Glitter and gold of the purple carpet


“I usually say {that a} piece of jewelry is just not meant to be displayed in a window. Jewelry comes alive when worn,” says Caroline Scheufele, co-president and creative director at Chopard. “Seeing a good looking creation worn by an iconic actress will all the time improve its aura.” This 12 months, to mark 25 fruitful years of sponsoring the Cannes Movie pageant the jewelry home has created a Palme d’Or trophy set with 25 glowing diamonds on one of many 19 leaves. Chopard’s transfer into pageant sponsorship in 1997 injected new vitality into the age-old relationship between jewelry and cinema. It multiplied its alternatives to work together with purchasers and made a presence at movie festivals unmissable for jewelry homes.

In 2021, Cartier grew to become an official predominant sponsor of the Venice Worldwide Movie Competition, whereas this 12 months, Bulgari assumed its position as the brand new predominant sponsor of the British Academy of Movie and Tv Arts (Bafta) Movie Awards and in Might introduced a partnership with the Toronto Worldwide Movie Competition. Past the apparent train of leveraging glitzy red-carpet moments, each model approaches pageant sponsorships in its personal manner. “Chopard is the one jeweller who has created a group specifically designed for the pageant,” says Scheufele.

Whereas different jewelry homes host advert hoc occasions to current new excessive jewelry collections through the summer time months, Chopard kicks off the season by showcasing its creations on the Cannes Movie Competition’s purple carpet in Might. The home solely started making excessive jewelry collections due to its partnership with Cannes, after Scheufele realised that elegant robes wanted show-stopping jewels. “Celebrities put on newly designed items crafted for the event,” she says. Since 2007, Chopard has created collections for every pageant of as many items in quantity as there have been editions. “This 12 months, we now have designed 75 items to have fun the pageant’s seventy fifth birthday,” says Scheufele.

Bella Hadid wears Chopard earrings and ring, Cannes 2021
Bella Hadid wears Chopard earrings and ring, Cannes 2021 © Mustafa Yalcin/Anadolu Company by way of Getty Photographs

Phrases corresponding to “I’ll have Jessica Chastain’s ruby ring” or “Julia Roberts’ necklace, please” could also be spoken by Chopard’s VIP purchasers hosted on the lodge Martinez. However Scheufele admits that some purchasers favor discretion, and in the event that they commit to purchasing a design that they’ve previewed, they generally request to not see the items they’ve chosen on celebrities.

Chopard has created a number of memorable red-carpet moments, from a barefoot Julia Roberts carrying a easy black robe and a huge emerald to Bella Hadid pairing Chopard earrings and a hoop with a Schiaparelli gown that includes a revealing décolleté that was barely lined by gilded brass particulars mimicking human lungs. These moments reverberate via social media and common tradition for months, typically years, after the occasion.

Zendaya debuts Bulgari’s Magnifica Serpenti Hypnotic Emerald necklace, on the red carpet, Venice International Film Festival 2021
Zendaya debuts Bulgari’s Magnifica Serpenti Hypnotic Emerald necklace, on the purple carpet, Venice Worldwide Movie Competition 2021 © Alessandra Benedetti Corbis/Corbis by way of Getty Photographs

Julia Roberts barefoot on the red carpet wearing a Chopard necklace, Cannes 2016
Julia Roberts barefoot on the purple carpet carrying a Chopard necklace, Cannes 2016 © Andreas Rentz/Getty Photographs

Being related to the magic of cinema brings jewelry homes extra intangible advantages than materials returns on funding. “Artwork is a continuing supply of inspiration for Cartier, and cinema as an artwork has all the time been near our maison,” says Arnaud Carrez, chief advertising and marketing officer at Cartier. He factors to David Lynch: The Air Is On Fireplace, an exhibition concerning the film director being showcased on the Fondation Cartier Pour L’Artwork Contemporain and the various serendipitous — and orchestrated — cameo appearances of Cartier’s items in motion pictures, from Rudolph Valentino carrying his traditionally inaccurate Tank watch in The Son of the Sheik to Grace Kelly donning her 10.48-carat engagement ring from Prince Rainier of Monaco in her final film, Excessive Society.

Anne Hathaway wears Bulgari high jewellery Mediterranean Reverie necklace, Cannes 2022
Anne Hathaway wears Bulgari excessive jewelry Mediterranean Reverie necklace, Cannes 2022 © Lionel Hahn/Getty Photographs

Cartier selected to sponsor Venice as a result of the pageant is a part of the La Biennale artwork exhibition, famend for its essential standpoint and mental depth. This ties in with the various invitation-only occasions on tradition and heritage Cartier has been organising worldwide, together with in its London flagship retailer. “The best way we now have been considering of this pageant goes past the purple carpet. That is undoubtedly an unique, wealthy platform to nurture relationships with the buddies of the maison,” says Carrez.

Alison Bringé, chief advertising and marketing officer at media analytics firm Launchmetrics, says that jewellers working carefully with couture homes can create impactful moments. Those who supply each gems and robes, corresponding to Dior, Chanel and Louis Vuitton, have an edge. However smaller manufacturers with advert hoc product placements can garner large advantages too. By dressing Benedetta Porcaroli in her lead position in The Catholic Faculty, proven in Venice final 12 months, Milan-based Rubeus managed to liaise with new purchasers and land different celeb placements.

Lady Gaga wears a Tiffany & Co archive necklace and Tiffany & Co Schlumberger earrings, 2022 Bafta Film Awards
Woman Gaga wears a Tiffany & Co archive necklace and Tiffany & Co Schlumberger earrings, 2022 Bafta Movie Awards © Samir Hussein/WireImage

Cindy Bruna in Chaumet, Cannes 2022
Cindy Bruna in Chaumet, Cannes 2022 © Arnold Jerocki/GC Photographs

“We have a tendency to note an increase in gross sales following a star placement,” says Catherine Sarr, founding father of Almasika, which accessorised Sandra Oh for the premiere of Killing Eve in February this 12 months, and counts Michelle Obama amongst her purchasers. “Nonetheless, most gross sales are usually smaller variations of what the celeb was carrying.”

“Cinema has a novel positioning as an artwork type. It’s aspirational, common, transgenerational and worldwide,” says Elisabetta Pollastri, co-founder of The Spotter Lab, a traits forecast company primarily based in Paris. “Sponsorship permits model elevation and huge visibility.”

Lori Harvey in Messika high jewellery, Cannes 2022
Lori Harvey in Messika excessive jewelry, Cannes 2022 © Daniele Venturelli/WireImage

Daisy Ridley wears Bulgari high jewellery necklace and a Serpenti ring, Bafta film awards 2022
Daisy Ridley wears Bulgari excessive jewelry necklace and a Serpenti ring, Bafta movie awards 2022 © Stephane Cardinale/Corbis/Getty Photographs

A hyperlink with charitable initiatives may give a sponsorship extra goal. “Bafta’s position as a number one charity, supporting rising expertise from numerous backgrounds, was key for us,” says Jean-Christophe Babin, CEO at Bulgari. The Italian home unveiled a brand new excessive jewelry spinel assortment and hosted intimate consumer occasions to coincide with the awards in London, in March this 12 months. “Attending the Baftas represented a spectacular leisure alternative in keeping with Bulgari’s myriad excessive jewelry experiences for purchasers all year long,” says Babin, underlining how social media amplifies the worldwide resonance of such occasions, bolstering the model’s desirability. He provides that “Jewelry and cinema share the identical mission: to make folks dream.” 

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