As the Cannes Film Festival unfurls its red carpet from La Croisette to the Palais des Festivals, the French seaside town transforms into a hub of glitz and glamour. Running until May 25, this event is more than just a film festival; it’s a stage where luxury brands, especially high jewellery, shine alongside Hollywood's elite.
The convergence of movie moguls, superyachts, and private jets marks the arrival of an entourage that includes not just stars, but also the crème de la crème of fashion, jewellery, and beauty brands. These luxury houses host suites at the Carlton and Hotel Martinez, or their boutiques across town, preparing to adorn celebrities in haute couture and dazzling jewels for the world’s cameras.
Unlike other major events like the Academy Awards or the Met Gala, which are single-night spectacles, Cannes spans 10 days. This extended duration allows luxury brands ample opportunity to showcase their creations on the red carpet, capitalizing on the international spotlight. The presence of high-profile stars and the magic of cinema elevate the prestige of the brands on display.
The tradition of merging high jewellery with cinema at Cannes dates back to 1957 when Elizabeth Taylor wore a vintage diamond tiara. However, it was Chopard’s arrival in 1998 that solidified this bond. Caroline Scheufele, Chopard’s co-president and artistic director, recalls, “It is one of the most glamorous cultural events in the world and is the perfect showcase for our maison.” Chopard not only began creating high jewellery collections because of Cannes but also handcrafts the iconic 18K gold Palme d’Or award.
Chopard’s annual Red Carpet Collection is a testament to cinematic glamour. In 2022, the collection paid homage to classic films and actors, while last year’s theme celebrated the seven forms of art, featuring stunning gemstones. These creations, presented at gala dinners and worn by celebrities at premieres, underscore Scheufele’s belief that jewellery truly comes alive when worn by icons.
Memorable moments include Marion Cotillard wearing a Chopard Green Carpet Collection piece made from sustainable gold and Zambian emeralds in 2013, and Julia Roberts’ barefoot appearance in 2016, showcasing a Chopard emerald necklace and ring. In 2021, Bella Hadid turned heads with Chopard earrings and a daring Schiaparelli dress, a look that reverberated through social media, amplifying the brand’s visibility.
The impact of the Cannes Film Festival on media and brand exposure is substantial. In 2022, the festival generated $37.3 million in media impact value, with brands like Bulgari and Messika reaping significant benefits. Jewellery houses like Cartier, Chanel, Dior, Gucci, and Damiani make their presence felt, dressing celebrities throughout the festival. Alison Bringe, CEO of Launchmetrics, highlights the importance of choosing the right personalities to represent brands, blending unique ethos with cultural trends.
Recent years have seen jewellery houses leveraging faces from emerging markets to expand their international profiles. In 2023, Valerie Messika of Messika Diamonds walked the red carpet with Lebanese singer Maya Diab, showcasing one of her stunning high jewellery pieces. The festival is a platform for brands to connect with clients and friends in an exclusive setting, balancing the glamour with the practicalities of maintaining security for borrowed jewels.
While the festival fosters aspiration and admiration among clients, the responsibility of wearing million-dollar pieces is significant. Anecdotes of celebrities extending their night out with borrowed jewels, such as the unnamed actress who wore a diamond necklace to a Saint Tropez beach party, underscore the trust and caution involved.
As the 2024 Cannes Film Festival continues until May 24, it remains a testament to the enduring relationship between high jewellery and the allure of cinema. The festival not only celebrates the art of film but also provides a dazzling showcase for the world’s most luxurious brands, blending elegance, innovation, and timeless glamour.
