Jewelry collection

Boucheron unveils its new high jewelry collection “Ailleurs” in Cannes – WWD

PARIS – Boucheron’s artistic director, Claire Choisne, had just started sketching the first models of the next high jewelry collection “Ailleurs” when the first lockdown put a pause on movement and travel.

“The solution I chose was to mentally travel and imagine five ‘elsewhere’ universes without any creative or geographic constraints, other than the idea that they had to be in nature,” said- she said during a preview of the collection, which will be unveiled in full in July.

Her desire to reveal the beauty of nature guides her on this imaginary journey. “We took the liberty of mixing universes and materials – precious or not because they are all beautiful – that everything opposes in principle”, declared Choisne.

In the meantime, there is a destination some of these creations are headed to: Cannes.

Among them, the “Rotan” necklace, from the “Sand Woman” set, which combines the wood material used in basketry, white gold and diamonds. Resting at the throat, a diamond hides the clasp that keeps the open back design closed.

It is one of the five adornments in which Choisne plays with materials outside the traditional attributions of high jewelry by returning to the idea of ​​ornamentation in the animal world.

Burnt bog oak is the main material of this torque-style necklace from Boucheron.

And the red carpet is the perfect arena for the most daring human specimens to show off their finery and challenge a brand’s aesthetic status quo.

Take Salma Hayek, who chose one of Boucheron’s question mark necklaces to wear wrapped around her bun instead of around her neck, CEO Hélène Poulit-Duquesne pointed out.

“This is exactly what I expect from Cannes. A core element of Boucheron’s brand platform is the idea that jewelry is made for living, not sleeping in a bank vault. All the advertising in the world cannot replace [that],” she added.

Likewise, the idea that men can also participate in fine jewelry. Although the proportion of male customers in fine jewelry remains low, the segment shows potential. “In Asia, it’s growing strongly, becoming a real segment, and in Europe, I hope it will happen,” she said, adding that in the Middle East, gem-set watches were in favor of the watch. male luxury lover.

Here too, she expects the red carpet effect to work its magnifying glass magic. “A few years ago he was a smoker [jacket] with a small pin. In the last two years, we can get bigger pieces for men, like bigger earrings,” she remarked, noting that inquiries and press attention on the segment have snowballed since Choisne began showing models on male models in early 2020.

“At the 2022 Met Gala, a large number of men wore high jewelry. Every year there are more and more of them and these images enter the collective unconscious, so I hope it will tip men into the idea that they have the right to wear jewelry,” she concluded.


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