A sneak peek at the new Boucheron “Ailleurs” collection in Cannes
The new Boucheron jewelry collection , “Ailleurs” , will be officially presented in July 2022. However, we were able to get a sneak peek at a few pieces at the Cannes Film Festival .
The origins of Boucheron Ailleurs jewelry
Boucheron artistic director Claire Choisne had just started sketching the first models of the next Ailleurs high jewelry collection when the first lockdown marked the clear end of freedom of movement and travel.
“ In response to this, I chose to travel mentally and imagine 5 universes ‘elsewhere’ without any creative or geographical constraints, except that they had to be in nature, ” she said at a preview of the collection, which will be unveiled in full in July.
His desire to reveal the beauty of nature guided him throughout this imaginary journey. “ We took the liberty of mixing universes and materials – precious or not, because they are all beautiful – that are in principle opposed, ” said Choisne. Today, some of these jewels take a unique destination: Cannes.
Among them, the Rattan necklace (pictured above), from the “Femme Sable” set, which combines the wood-like material used in basketry, white gold and diamonds. Resting at the throat, a diamond hides the clasp that keeps the design closed, designed for an open back.
This is one of the 5 sets for which Choisne plays with materials, far from the traditional codes of high jewelry. It is in a way a return to the sources of jewelry, when it was strongly inspired by the animal and plant world .
And what better way to showcase these jewels than with a red carpet to allow the most daring human specimens to challenge the status quo?
A Boucheron question mark necklace for Salma Hayek
Take Salma Hayek to illustrate this. She chose one of Boucheron's Question Mark necklaces, but wore it wrapped around her bun instead of her neck, CEO Hélène Poulit-Duquesne pointed out.
“ This is exactly what I expect from Cannes. A key element of the Boucheron brand spirit is the idea that jewelry is made to live, not to sleep in a safe. All the advertising in the world can't replace that ,” she added.
- “The Power of Couture” collection by Boucheron jewelry
Men, soon an important segment for Boucheron jewelry?
Just like the idea that men can also participate in fine jewelry . Although the proportion of male customers remains low, the segment is promising. “ In Asia, it is growing strongly, luxury men’s jewelry is becoming a real segment. I hope Europe will follow, ” she said, adding that in the Middle East, gem-set men’s watches are in fashion.
Here, too, she expects the magic of the red carpet effect to work. “ A few years ago, it was a tuxedo with a small luxury brooch. In the last two years, we’ve seen more massive pieces for men, like larger earrings, ” she noted. Choisne also notes that inquiries and press attention for this segment have only increased since she began showing jewelry on male models in early 2020.
“ At the 2022 Met Gala, a lot of men wore fine jewelry. Every year, there are more and more of them, and these images enter the collective unconscious. I hope this will convince men that they have the right to wear jewelry, ” she concluded.
