In 1893, BoucheronFrédéric Boucheron, the founder of the Boucheron brand, chose Place Vendôme in Paris with his unique and forward-looking vision, becoming the first contemporary outstanding jewelry store to open a store here. business. Today, Boucheron, a French high-end jewelry family with unique taste, continues its century-old heritage and continues to develop new jewelry experiences, leading the world into new areas that have not yet been explored.
No gender restrictions, unlimited freedom. Sincere, positive, innovative and inspiring. Boucheron's new "Icons" advertising campaign is set against the backdrop of Place Vendôme, showing that the brand has always followed the design concept of free spirit since its founding in 1858, constantly exploring the infinite possibilities of high-end jewelry, and transforming high-end jewelry from its original role. The collections that have been shelved have been transformed into another art form that can be freely worn in daily life and self-interpretation. While paying tribute to the classic heritage, the most touching jewelry masterpieces in the Maison's collection are enlarged and presented to encourage contemporary men and women to use jewelry. Its extraordinary charm enhances your personality. Using an eclectic creative vocabulary, seeking an ideal balance between style and innovation, historical heritage and cutting-edge trends, discover oversized versions of the Maison's iconic pieces.
Boucheron Boucheron’s “Icons” advertising campaign
Boucheron’s “Icons” advertising campaign
Gender-neutral advertising
Boucheron’s new “Icons” advertising campaign was created by famous photographer David Sims and stylist Created with the love of Emmanuelle Alt and her team. Use modern lens language to continue the jewelry legend on Place Vendôme.
In addition to the dynamic duo of David Sims and Emmanuelle Alt, Boucheron also invited two contemporary icons, Polish supermodel Anja Rubik and German male model Ludwig Wilsdorff, to appear together in five unique worlds composed of the Maison’s signature series. , interpreting French elegance with freedom. Anja Rubik has collaborated with the Maison many times before, and her innate elegance coincides with the beauty of freedom advocated by the Maison. Ludwig Wilsdorff, for the first time, worked with Boucheron to shoot an advertising campaign, and his unique strong personality It is the embodiment of Boucheron’s male image.
"On the basis of being loyal to the history of the Maison, this campaign pioneered the integration of contemporary fashion elements and confident style, marking a major change for the brand. We enlarged the iconic elements of the Maison in an oversized version, which is extremely impactful. The design language connects the unique charm of the two models: Ludwig Wilsdorff’s tough and handsome appearance and strong personality perfectly match Boucheron; Anja Rubik spoke of the extraordinary charm of the Maison with a straightforward attitude. ——Hélène, Boucheron’s global executive president. Poulit-Duquesne
The Maison's logos are transformed into oversized versions
In the new "Icons Maison" advertising campaign, the Maison's logos are sometimes combined and stacked, and sometimes appear alone, but the only thing that remains unchanged is that they are always presented in oversized form, revealing that this advertisement The core idea of the blockbuster. The Quatre series, the Serpent Bohème series, the Jack de Boucheron series and the Vendôme Liseré series constitute the four jewelry series chapters in this advertising campaign. Another iconic work of the Maison, the question mark necklace, showcases the exquisite skills of the jewelry workshop at Place Vendôme 26 in the chapter of high-end jewelry. The question mark necklace first appeared in 1879 and can be called a masterpiece of subversive innovation. At the same time, the Plume de Paon peacock feather question mark necklace featured in this new advertising campaign is intended to pay tribute to Countess Castiglione who once lived next to Boucheron at 26 Place Vendôme.
Boucheron Boucheron "Icons Maison Logo" advertising blockbuster
Boucheron Boucheron "Icons Maison Logo" advertising blockbuster
Bo ucheron Boucheron "Icons family logo" advertising blockbuster
Boucheron Boucheron "Icons family logo" advertising blockbuster
Boucheron Boucheron "Icons family logo" advertising blockbuster
Boucheron Boucheron's "Icons Maison Logo" advertising campaign
"In this new advertising campaign, we have zoomed in and focused on the Maison's logo, but maintained its original characteristic design. We hope that through a new interpretation of the Maison's logo jewelry, we can show the Maison's most iconic jewelry." The avant-garde creativity and unrestrained free spirit that I cherish coincide with the image of Boucheron that I have always expected. Each blockbuster uses different expression techniques to create a visual effect that fits each series, and combines Boucheron with the image of Boucheron. The persistence in aesthetics and design is clearly demonstrated.” ——Claire, creative director of Boucheron. Choisne
The "Icons House Logo" advertising campaign includes 6 pictures and 4 videos, and will be unveiled globally on Boucheron's official website, social media and outdoor advertising on August 30, 2022.
About Anja Rubik
Supermodel Anja Rubik was born in Poland and has appeared in many well-known brand advertising films. In his 20 years in the industry, Rubik has appeared on the covers of top fashion magazines such as Vogue dozens of times. He is also active in the TV series industry and T-stage shows. She also continues to expand her areas of involvement and participates in the design and research and development of some brands. In 2017, Rubik founded the #SEXEDpl Sex Education Foundation in his hometown of Poland, which quickly became the most successful education platform in Poland and has been recognized by the most influential global institutions such as the United Nations and the United Nations Population Fund . Over the years, Anja Rubik has not been limited to the fashion industry, she has discussed social and environmental issues in many forums and different platforms. Her clarity of personal thought and tremendous moral courage won her public respect and recognition.
Anja Rubik
About Ludwig Wilsdorff
Ludwig Wilsdorff, a top model from Germany, has become one of the most popular models in the industry due to her highly recognizable tough look. Ludwig uses his personality to add a unique footnote to each piece of work and bring a distinctive and distinctive memory point.
Ludwig Wilsdorff
