Image Source: CR Fashion Book, Fashion United
Cartier, whose "Love" collection of bracelets and rings is among its most popular worldwide, has launched its holiday promotion this week and is investing an unprecedented expenditure to ensure that consumers notice. It embodies the vision of a Maison that celebrates universal and timeless love and seeks to share it with joy and generosity.
In the run-up to party season, the luxury jewelry firm is seizing the occasion to appeal to the audience's sentimental side by featuring several celebrities dancing and singing along to Roger Glover's 1974 hit song, "Love Is All."
For the festive movie, Cartier brings together a cast of characters to celebrate their uniqueness while also demonstrating the power of self-expression in the context of community. Ella Balinska, Monica Bellucci, Lily Collins, Mélanie Laurent, Troye Sivan, Willow Smith, and Maisie Williams are among the twelve outstanding global personalities featured in the video, which was shot in Paris, Los Angeles, and Shanghai. This multicultural cast exemplifies family as we know it today, worldwide, defined by shared interests and values.
Arnaud Carrez, Senior Vice President and Chief Marketing Officer of Cartier, said in a statement, "It’s a part of the Cartier philosophy to believe that we are stronger and more authentic together, and that’s why we have gathered this inspiring community of artists who embrace life with a sense of celebration. Together, they seem to defy gravity through Cartier’s red box, which they have filled with a sense of joy. "
The festive film is directed by British creative Charlotte Walkes, and it highlights the house's inclusive DNA the concept that each individual's individuality is improved by others, and that these unique relationships enhance one's viewpoint. With songs like "all you need is love and understanding" and "everybody's got to live together" peppered throughout, the video serves as a welcome reminder of the value of family and friendship, particularly during the holiday season.
A dozen of these ambassadors dance inside a reinvented Cartier jewelry box in the film, celebrating the festive holiday season in style while dressed in Cartier. The video's joyful, carefree atmosphere inspires feelings of solidarity via creativity and revels in self-expression. "Ain't you thrilled we're all together?" the song asks, and the answer is a resounding yes.
Monica Bellucci admits that connections draw her to a piece and not carats. Monica shared, "Sometimes it’s just about a personal moment. Yes, all the diamonds are beautiful, but I also have a simple garnet ring that I wear all the time because it was given to me by my grandmother, and it has such sentimental meaning for me". Monica Bellucci credits her mother and grandmother for inspiring her with style and appreciated them for their style. "The women in my family taught me that we have the right to love ourselves and create space for our pleasure. That [care] is the ultimate expression of our femininity, one that is reflected not only in our fashion and jewelry but also in the way we treat ourselves."
Monica Bellucci has passed down the same sense of styling lessons to her daughters, 17-year-old Deva and 11-year-old Léonie. Explaining her passing down the style to daughters, she said, "They understand that you have to love and respect who you are and make time for things that are solely for your benefit and not [intended] to please anyone else".
