Chopard’s new global ambassador, Bella Hadid, enchants with the “Ice Cube: Sculpted by Light” collection.
By The Time Place Magazine
This year marks a historic one for Chopard as it celebrates the announcement of new Global Ambassador, supermodel Bella Hadid. The new chapter will mark the beginning of an exciting partnership between the renowned Maison and the cherished model, and it is already off to a great start with the unveiling of the new Ice Cube collection’s campaign.
After making her runway debut in 2015, Bella Hadid’s career has skyrocketed, and she has since become the muse for designers and creatives across the globe. Before her current role, the longtime friend of Chopard has been a patron of the Maison’s designs for years. During the Cannes Film Festival, for example, Bella stepped into the spotlight wearing some of the Maison’s finest pieces.
As the new global ambassador, Bella Hadid is set to embark on many adventures with the luxury brand, starting with its latest Ice Cube: ‘Sculpted by Light’ campaign. Chopard’s latest campaign explores new angles of modern beauty whilst still upholding the values and longstanding heritage it holds dear. In it, the ethereal supermodel flits across the screen as she effortlessly showcases the brand’s magnetic creations. Even against the cityscape, both the collection and the model’s eyes radiate brightly against the backdrop.
The new Ice Cube collection features elements that have shaped the Maison’s historical designs, yet each new piece is presented in a silhouette that exudes contemporary sophistication. Just as it had emanated light in the video campaign, the collection leverages on its geometric motif that was first unveiled in 1999 to achieve this glamorous look. In both the video campaign and her photoshoot, Bella Hadid models some of the Ice Cube collection’s pieces ranging from a diamond studded gold choker necklace to a number of exquisite rings.
Following its launch in 1999, the Bauhaus-inspired motif conceptualised by the Maison’s Co-President and Artistic Director, Caroline Scheufele, has yet again paved the way for a collection of stunning luxury jewellery, only this time offered with a twist. As symbolised in the video campaign, the new collection more accurately captures modern times and the multidimensionality of city life using an unprecedented crafting technique. With unparalleled mastery, Chopard’s craftsmen have managed to mould the ethical 18-carat gold into cubes of different heights and arrange them in a way that would resemble gleaming skyscrapers viewed from the top. The brilliance of the jewellery is thanks to highly technical machining, the result of six years of R&D, which enables perfect milling that creates taut lines on minute surfaces, producing a pre-polished surface of exceptional quality.
The new twist to the Ice Cube collection adds further depth to the opulent design and its magnetism has become even more pronounced with Bella Hadid as the face of the campaign. For the model, partnering with Chopard has proven to be an empowering journey especially alongside similarly inspirational figure, Caroline Scheufele. When asked about her experience wearing Chopard’s Haute Joaillerie, she says, “It’s a dream. Caroline has an eye for choosing the most extraordinary gems and she is so creative in her designs. They are more than beautiful; they have a soul, and she manages to bring it out thanks to her keen eye and vision.”
In addition to the latest collection, Bella is also just as excited to model Chopard’s iconic designs. With a fervent smile, she recalls her first encounter with the Happy Diamonds, “The first time I saw a Chopard watch with diamonds floating on the surface, when I was a little girl, I was mesmerised. It was like watching a magician perform a trick. The Happy Diamonds collection reminds me that happiness is composed of fleeting moments. Wearing Happy Diamonds is a beautiful reminder to cherish each moment of our lives with grace and wonder.”
Outside of her duties, Bella Hadid is also known for her entrepreneurial spirit. Over the past few years, she has launched a fragrance brand, Orebella, as well as a non-alcoholic alternative drink company, Kin Euphorics. While her work may keep her on her toes, in her downtime, she continues to stay grounded, enjoying life with her family and friends. To top it off, the woman who once dreamed of becoming a professional equestrian is in her true element on the saddle and surrounded by nature.
Parallel to the values of Chopard’s own Joie de Vivre, Bella strongly believes in embracing the joys in life, be it big or small, and in spreading acts of kindness. Strong morals, however, do not only run deep in the one Joie de Vivre collection, but it is at Chopard’s core and conveyed in all of the Maison’s creations. The Chopard brand is synonymous to high luxury, as proven by its rich heritage and astounding portfolio. In pursuit of new innovations and creative endeavours, Chopard has produced some of the world’s most luxurious jewellery. Its vast collection ranges from opulent day-to-day wear such as the Ice Cube and Happy Diamonds collections to the effervescent High Joaillerie collections such as Precious Lace, the Queen of Kalahari, and Caroline’s Dreams.
In addition to its glistening jewellery, the Chopard name is also famous for its state-of-the-art Haute Horlogerie. Today, the Maison’s famed repertoire include the Alpine Eagle, Happy Sport, Mille Miglia, and L.U.C, among others. Founded by Louis-Ulysse Chopard in 1860, the now diversified brand actually started out as a watch manufacturer. In the decades that followed, the brand gained fame amongst royals and high clienteles. It was only in 1985 that the brand unveiled its first jewellery collection, with the influence of Caroline Scheufele.
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