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Cartier’s ‘Love Is All’ Movie Aptly Captures The Festive Season

Ella Balinska. Picture: Cartier

The festive season is upon us and Cartier spared no effort in asserting its impending arrival with a movie that includes a global forged of celebrities. The quick movie titled Love Is All is a celebration of affection in all its varieties.

That includes Ella Balinska, Mariacarla Boscono, Monica Bellucci, Khatia Buniatishvili, Lily Collins, Golshifteh Farahani, Mélanie Laurent, Troye Sivan, Willow Smith, Annabelle Wallis, Jackson Wang, and Maisie Williams, the celebrities dance to the tune of the Seventies hit tune carried out by Roger Glover and Ronnie James Dio. 

Mariacarla Boscono, Cartier
Mariacarla Boscono. Picture: Cartier

This vacation marketing campaign was filmed over three places: Paris, Los Angeles and Shanghai. Set in opposition to the backdrop of a boxy pink area, the set-up calls to thoughts the signature present field of the French jeweller. 

The return to opulence and extravagance isn’t solely felt within the vogue business, the luxurious jewelry sector can be betting on this shift in client style to grab better market share. Cartier has pulled out all of the stops with a purpose to place itself on the prime of the sport and to dominate over its opponents. 

Khatia Buniatishvili, Cartier
Khatia Buniatishvili. Picture: Cartier

Love holds an vital place for Cartier. The “Love” bracelet is the model’s best-selling piece together with the Juste Un Clou line and the Trinity rings. All these emblematic collections are a testomony to its affiliation with love.

“It’s a part of our DNA. When you take a look at our historical past, our values, they’re straight related to love,” Cartier’s chief advertising officer Arnaud Carrez stated. “There is no such thing as a ambiguity about that in customers’ minds.”

The love troupe is broadly utilized by many jewelry manufacturers and it often leans on the concept of romance. Take for instance Tiffany & Co.’s marketing campaign that includes Beyoncé and Jay-Z, the couple represents the epitome of affection between {couples}. For the American jeweller, it has made lovers the cornerstone of its branding. 

Nonetheless, Cartier takes a step additional with its definition of affection to incorporate dad and mom and kids, siblings and pals. More and more, the significance of self-love has additionally pushed many to turn into extra comfy with gifting themselves by shopping for jewelry. As an entire, the marketplace for these varied types of “love” is a profitable one and Cartier desires the primary slice of this large pie.

In response to Business of Fashion, “[Cartier] is predicted to generate gross sales of €7.4 billion (US$8.5 billion), rising 29 per cent year-on-year.” This determine is 40 per cent bigger than what is predicted from Tiffany & Co. at  €4.3 billion.

To freshen issues up for its vacation marketing campaign, Cartier invited British director and vogue photographer Charlotte Wales. The rising artistic is understood for her light-hearted method to her work and it may be felt all through the video. As well as, this movie displays what’s vital to Cartier: the assumption that every particular person’s singularity is enriched by others’, and that these connections reinforce our skills.

“It’s part of the Cartier philosophy to imagine that we’re stronger and extra genuine collectively, and that’s why now we have gathered this inspiring neighborhood of artists who embrace life with a way of celebration,” Carrez continued.

Wrapping a heartening and cheery message, Cartier’s “Love Is All” will most likely be essentially the most joyous and but significant one-minute-and-45-seconds one will spend this festive season.

For extra jewelry reads, click on here.

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