Chopard has ushered its Ice Cube collection into “a new era” with a campaign featuring Bella Hadid, the brand ambassador for the Swiss luxury watch and jewelry firm.
Shot by British fashion photographer and director Charlotte Wales, the campaign, titled “Sculpted by Light,” incorporates an innovative use of light to accentuate the minimalist aesthetic and geometry of the Ice Cube contemporary design and its capsule collection. As Chopard noted in its statement on the campaign, “The Ice Cube collection reflects the Bauhaus movement’s principles emphasizing simplicity and functionality.”
The campaign, launching Thursday, depicts Hadid in Ice Cube’s ethically sourced 18-karat rose gold and diamond jewelry and surrounded by an abstract night skyline. “Night reveals the incandescence of the jewelry in a fascinating juxtaposition of two icons. Without shadow, there is no light: such is the common thread running through the images in this ‘Sculpted by Light’ campaign,” Chopard said.
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Chopard’s copresident and artistic director Caroline Scheufele introduced the Ice Cube motif in 1999 through a watch that rejected the flashy artifice widely seen in the industry at the time, to focus instead on pure, streamlined shapes. Ever since, the collection has continued to evolve “in a perpetual dialogue with light,” Chopard said. “While each cube with its identically repeated motif may appear simple, each of its four perfectly symmetrical edges is in fact subtly faceted. As a result, light finds a wealth of refraction points in these tiny surfaces, multiplying the jewelry’s brilliance.”
With Chopard’s new Ice Cube capsule, “the philosophy remains unchanged — harmonious composition around the cube shape,” the company said. But this time, Chopard’s workshops were tasked with creating pieces where the cubes, each shaped individually by a jewelry artisan, vary in height, evoking buildings of different heights in an urban skyline. The cubes weave a flexible mesh that move with the body once placed on the skin, giving the jewelry a sensual character.
Courtesy of Chopard
