Ella Balinska. Image: Cartier
The festive season is upon us and Cartier spared no effort in announcing its impending arrival with a film featuring an international cast of celebrities. The short film titled Love Is All is a celebration of love in all its forms. Featuring 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 stars dance to the tune of the 1970s hit song performed by Roger Glover and Ronnie James Dio.
Mariacarla Boscono. Image: Cartier
This holiday campaign was filmed over three locations: Paris, Los Angeles and Shanghai. Set against the backdrop of a boxy red space, the set-up calls to mind the signature gift box of the French jeweller. The return to opulence and extravagance is not only felt in the fashion industry, the luxury jewellery sector is also betting on this shift in consumer taste to seize greater market share. Cartier has pulled out all the stops in order to position itself at the top of the game and to dominate over its competitors.
Khatia Buniatishvili. Image: Cartier
Love holds an important place for Cartier. The “Love” bracelet is the brand’s best-selling piece along with the Juste Un Clou line and the Trinity rings. All these emblematic collections are a testament to its association with love. “It is part of our DNA. If you look at our history, our values, they are directly associated with love,” Cartier’s chief marketing officer Arnaud Carrez said. “There is no ambiguity about that in consumers’ minds.”
The love troupe is widely used by many jewellery brands and it usually leans on the idea of romance. Take for example Tiffany & Co.’s campaign featuring Beyoncé and Jay-Z, the couple represents the epitome of love between couples. For the American jeweller, it has made lovers the cornerstone of its branding. However, Cartier takes a step further with its definition of love to include parents and children, siblings and friends. Increasingly, the importance of self-love has also driven many to become more comfortable with gifting themselves by buying jewellery. As a whole, the market for these various forms of “love” is a lucrative one and Cartier wants the first slice of this big pie.
According to Business of Fashion, “[Cartier] is expected to generate sales of €7.4 billion (US$8.5 billion), growing 29 per cent year-on-year.” This figure is 40 per cent larger than what is expected from Tiffany & Co. at €4.3 billion. To freshen things up for its holiday campaign, Cartier invited British director and fashion photographer Charlotte Wales. The emerging creative is known for her light-hearted approach to her work and it can be felt throughout the video. In addition, this film reflects what is important to Cartier: the belief that each person’s singularity is enriched by others’, and that these connections reinforce our talents.
“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,” Carrez continued.
Wrapping a heartening and cheery message, Cartier’s “Love Is All” will probably be the most joyous and yet meaningful one-minute-and-45-seconds one will spend this festive season.