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Chopard jewelry stands out for its ethical commitment to the planet and its allies, the prestige of the jewelry house, and the luminous beauty of each collection. This year, the Maison presents Ice Cube Sculpted by Light and celebrates in a campaign of luminous radiance, starring one of the biggest divas on the catwalks, Bella Hadid.
Chopard’s latest campaign celebrates purity, appeal, and contemporary character in the high-end jewels. Shot by British fashion photographer and film director Charlotte Wales, the campaign reveals a captivating fusion between the beauty of Bella Hadid and the luminous glow of Ice Cube jewelry. The skillful use of light creates a hypnotic atmosphere while underlining the perfect geometry of the pieces. This symbiosis between light and jewelry reveals the very essence of the Ice Cube design.
Adorned with the brand new Chopard cubes, Bella Hadid nestles in the bosom of an abstract urbanity, with the backdrop of a night skyline that repeats itself to infinity in a game of mirrors in which the illuminated windows of the buildings are They echo the brilliance of Ice Cube. The night reveals the incandescence of the jewels. The juxtaposition of the two icons is fascinating. Without shadow, there is no light, the common thread of the images of this campaign dubbed Sculpted by Light.
The cube, the central motif of the collection, portrays an idea of geometric perfection and magnifies light through its reflective facets. Caroline Scheufele, co-president and artistic director of Chopard, introduced this motif in 1999 through a watch that sacrificed flashy artifice to focus on pure forms. Since then, the collection has not stopped evolving in a dialogue with light.
This minimalist and refined aesthetic is part of the continuity of the principles of the Bauhaus movement, which prioritizes simplicity and functionality. It is characterized by strong graphic lines, using only the essential elements: light, shape, and resistant materials. Ice Cube responds to the minimalist inspiration of modern architecture: in its verticality, it evokes the skyscrapers of international capitals and avant-garde places. These stylized, geometric lines stand out in the new Sculpted by Light visuals. Here, minimalism becomes an art of living: it is deciding to stay with what is essential, what is precious, what remains, and not what is ephemeral. Ice Cube jewelry embodies this desire to focus on the simple, the pure, the beautiful, and the durable.
Ice Cube is the sum of perfection that combines high technology and artisanal mastery, but although each cube, identical in its repetition, might appear very simple, each of its four perfectly symmetrical edges is subtly faceted. As a result, light finds so many refraction points in these microsurfaces that multiply the brilliance of the jewel. Highly technical machining, the result of more than six years of research and development, has allowed perfect milling, creating well-defined lines on tiny surfaces.
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