In terms of collaboration with stars, Chopard was again among the leaders last month. This time thanks to its traditional partnership with the Cannes Film Festival, which every year includes several news making events at once. The company manufactures festival awards and besides gives its own (Chopard Trophy Award) to young actors. It is also a routine annual organizer of the charitable auction and its own party for guests and participants of the festival. Likewise this year, Chopard was a partner to the organizers of the Russian Party thrown for the first time ever.
Among the most broadly circulated pictures of the Cannes Film Festival this year were the pictures of Gwyneth Paltrow at the Chopard Trophy Award ceremony, those of Dita Von Teese at the Chopard party and Sharon Stone at the amfAR charity auction.
Chopard domination at the Cannes Film Festival does not preclude presence of other jewelry brands there. Thus, Angelina Jolie, who presented Clint Eastwood’s new film “Changeling,” has chosen Bochic jewelry for its first night. The actress is collaborating with this brand for some years already. Particularly, in 2007 Jolie emceed a Bochic jewelry auction whose proceeds were then remitted to a UN refugee assistance program.
The first run of the Sex and the City movie was undoubtedly among other prominent worldly events. It was not related to some jewelry brand promotion, but it was mentioned by the jewelry mass media to stress the currently fashionable “red carpet” trend once again: no neck adornments, just large-size drop-shaped earrings and possibly a declarative bracelet or a conspicuous ring.
However, the film itself, as it was reported, was used for jewelry product placement – its protagonist Carrie Bradshaw was displaying a Mikimoto pearl necklace.
The absence of neck adornments in the stars’ inventory was evidently due to the trend of walking the red carpet in flamboyant gowns, which were alone something of a jewelry artwork. Thus, George Bloodwell, the stylist of Helen Mirren, an Oscar-winning actress, commenting on one of her public appearances in H.Stern earrings and a namesake ring wearing a scarlet dress studded with Swarovski crystals, said: “The final touches are the most important and because this dress had so much bling I knew a necklace wouldn’t work and that I needed the perfect earring and ring combination and I found that with H.Stern.”
It has become a tradition already to award Steinmetz diamond encrusted helmets to Formula 1 racing drivers. The ceremony is usually held in May in Monaco in the build up to the Grand Prix. This year such helmets were awarded to Lewis Hamilton and his McLaren teammate Heikki Kovalainen. Hamilton was awarded this prize for the second year running.
Celebrating the third annual Love Day (June 19), Cartier released a new bracelet of the LoveCharity series. The bracelet is priced at USD 995 of which 200 dollars will be remitted to charity purposes.
Janet Jackson, Fergie and Green Day are among the new ambassadors advertising the bracelet.
