In an era where luxury constantly redefines itself, Gen Z emerges as a dominant force of inspiration and creativity, shaping the world of designer joaillerie. Their radiance of youth and unconventional interpretation of aesthetic inform the Maison’s new campaign starring the city’s most inspiring young stars, expressing how urban elegance and modernity marry in a unique way.
The Campaign
In front of the sophisticated lens of renowned stylish photography Olivia Tsang, the campaign stars Ian Chan and Lokman Yeung from the talk-of-the-town boy band Mirror, singer-songwriter Sophy Wong, and renowned models Jeffrey Ngai and Amy Lo. Embraced by an opulent ambience, these young trendsetters lend their vigour to interpret the minimal elegance of Ice Cube Collection and flagship designs from the Maison’s legendary timepieces – Alpine Eagle, Mille Miglia, L.U.C and Happy Sports.
The Ice Cube Collection
Chopard Ice Cube Collection stands for a new pared-down and androgynous school of urban jewellery. With their square facets meticulously crafted like ice reflections, the geometric design marries urban elegance and modernity. Whether in gem-set or polished versions, these stackable rings, earrings, necklaces, and bangles in ethical 18K rose, yellow or white gold are synonymous with contemporary quintessence, reflecting the new standard in the luxury world.
Since 1999, the minimal and chic Ice Cube has been adored by contemporary jewellery lovers for its appealing pricing. In 2017, Ice Cube Pure elevated the iconic style with minimal rows of even smaller cubes. All pieces in the collection are perfect to wear on its own or in stacks. With such infinite styling possibilities, the collection stole the hearts of many, especially Gen Z consumers who are passionate for the new luxury.
Chopard also proved itself a trailblazer in its choice of materials, setting an example of the best environmental and social practices. The 2017 Ice Cube Pure Collection was the first fine jewellery collection crafted from 100% ethical gold. Since July 2018, this commitment has been extended to encompass all the gold watch and jewellery creations produced by Chopard. To date, the Maison uses ethical gold artisanal freshly mined from small-scale mines participating in the Swiss Better Gold Association (SBGA), Fairmined and Fairtrade schemes.
The iconic collection is also an epitome of the jewellery stacking trend. Aesthetic simplicity and purity ensure that Ice Cube jewellery models can be mixed and matched while preserving their inherent elegance and light touch. They play as much on the minimalism and simplicity of their design as on the light bouncing off the multiple facets of these creations – designed to adorn both young women and men.
The Timepieces
At the Maison of Chopard, the aesthetics of fine jewellery and wristwatches always come hand in hand. The charisma of Ice Cube is also found in the Alpine Eagle on the wrist of Ian Chan in the campaign that visualizes the Swiss watchmaker’s milestones in marrying technical innovations and refined style.
The iconic Alpine Eagle is a state-of-the-art reinterpretation of St. Moritz, the first watch created in 1980 by Chopard’s co-president Karl-Friedrich Scheufele. Dedicated to contemporary eagles, the collection is crafted for aspirers who outperform in their daily lives and whose vision inspires and elevates. Lucent Steel A223 symbolizes Chopard’s milestone in adopting a new material rich, precious and complex as gold, transforming the dream of Renaissance alchemists into glowing reality. Other smaller versions with a 36mm-diameter dial are also available for ladies who look for an expression of urban elegance.
Also sported by Ian in the campaign shots is Mille Miglia Classic Chronograph Raticosa, a gentleman’s favourite watch inspired by a legendary Raticosa Pass in Italy. The pursuit of precision in car racing not only inspires Chopard to empower the timepiece with a COSC-certified chronograph movement; it also informs the sporty look finished with a black rubber lining inspired by 1960s Dunlop tyres – a nod to Chopard’s passion for classic cars, support to the sport and the constant pursuit of quality.
