The new Chopard campaign emphasizes the purity, charm, and contemporary style of the Ice Cube jewelry. Photographed by British artist Charlotte Wales, the campaign presents a mesmerizing combination of Bella Hadid’s beauty and the dazzling brilliance of the jewelry. The creative use of light creates a magical atmosphere, highlighting the impeccable geometry of these pieces and capturing the essence of the Ice Cube design.
Adorned with Chopard’s elegant pieces, Bella Hadid appears against an abstract urban backdrop, with a night skyline multiplied by a play of mirrors. The lights from the building windows echo the sparkle of the jewelry, creating a fascinating symbiosis between the two icons. The campaign, titled “Sculpted by Light,” explores the contrast between light and shadow as a central theme.
The cube, the central motif of the collection, symbolizes geometric perfection and reflects light in its multiple facets. Caroline Scheufele, Co-President and Artistic Director of Chopard, introduced the concept in 1999, initially in a watch that highlighted pure forms. Since then, the collection has evolved while maintaining a constant dialogue with light. Inspired by the principles of the Bauhaus movement, the Ice Cube collection is characterized by minimalism and functionality, featuring graphic lines that use only the essential elements: light, form, and robust materials. Its elegant geometric shapes reflect the aesthetics of modern architecture, reminiscent of skyscrapers in major cities. Minimalism here represents a lifestyle that values the essential, the enduring, and the precious over the ephemeral. The Ice Cube jewelry symbolizes this pursuit of what is simple, pure, and beautiful.
The collection results from an obsession with perfection, combining high technology with exceptional craftsmanship. Each seemingly simple cube has symmetrical and faceted edges designed to multiply light, creating an intense shine. After six years of research, Chopard developed a high-precision milling technique that allows for precise metalwork, polishing it to perfection with specific tools. The final shine, achieved through rigorous manual polishing, imparts a unique luminosity to the jewelry.
Committed to an ethical approach, Chopard has used ethical gold in the Ice Cube collection since 2017, reflecting the maison’s commitment to sustainability. This collection, which has led its responsible approach, demonstrates the importance of material as much as design, achieving a perfect balance between beauty and consciousness.
