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Chopard unveils a dazzling new Ice Cube campaign starring Bella Hadid
Chopard owns many facets of the jewellery world, from showcasing its spectacular High Jewellery creations on the world’s most glamorous stages to embodying a myriad of refined and enduring collections that are no less precious. One such collection is the Ice Cube, introduced in 1999 by Chopard’s Co-President and Artistic Director Caroline Scheufele through a watch epitomising a pure shape. Since then, the Ice Cube collection has continued to evolve in a perpetual dialogue with light.
Anchored by a central cube motif, the Ice Cube collection is symbolised by geometric perfection and magnified by the light bouncing off its facets. Beyond mere jewellery, the collection is a contemporary statement, defined by a minimalist aesthetic that reflects Bauhaus principles. A blend of simplicity and functionality, the Ice Cube’s highly graphic lines use only essential elements: light, shape and resistant materials.
The Ice Cube’s design language is enunciated by identically repeated cube motifs, discreetly enhanced by four perfectly symmetrical and subtly faceted edges. This is where the magic begins — through these delicate surfaces, light is refracted and the jewellery’s brilliance is amplified. Yet, beneath the Ice Cube’s apparent simplicity lies a complex interplay of high technology and craftsmanship.
A marvel of engineering, the Ice Cube is the product of six years of research and development. Its highly technical machining involves diamond-equipped tools to machine and perfectly mill the taut lines of the precious metal to the nearest hundredth of a centimetre. After further buffing with a dedicated pad, the mirror-polished surface emanates with the ultimate brilliance. This phase and the diamond paving on the gem-set sections are done exclusively by hand.
Chopard’s commitment to sustainability is another facet of the Ice Cube story. By using ethical gold as early as 2017 to produce jewellery, the Maison has demonstrated that luxury can be synonymous with responsibility. It is a move that resonates with a growing consumer consciousness and the fact that the Maison used Ice Cube to spearhead its sustainable endeavours reinforces the Ice Cube’s status as a symbol of progressive luxury.
This season, Chopard is spotlighting the streamlined sophistication of Ice Cube in a sizzling campaign, Sculpted by Light, where supermodel Bella Hadid is portrayed as the collection’s modern muse. British fashion photographer and director Charlotte Wales has crafted a visual symphony where Hadid’s striking beauty and the Ice Cube collection’s sleek incandescence become intertwined in a dance of light and shadow.
The campaign’s aesthetic departs from the traditional tropes of luxury, showcasing an abstract urban landscape of a nocturnal skyline juxtaposed against lit-up building windows. This artistic narrative highlights the power and purity of the Ice Cube collection where the symbiosis of light and jewellery shines as the star of the show.
Source: lofficielmalaysia.com
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Celebrating 8 years online!
Adoring Bella Hadid celebrates 8 years online today!
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Bella Hadid Responds to Backlash Over Adidas Ad Campaign
The supermodel Bella Hadid said on Monday that she was “shocked” by the “lack of sensitivity” that went into an Adidas ad campaign that she starred in, inspired by the 1972 Munich Olympic Games.
The sportswear brand’s ad was met with swift backlash from people online and pro-Israel groups when it came out this month. The campaign promoted the rerelease of a sneaker from 1972 called the “Originals SL 72” that debuted during that year’s Olympic Games, when 11 Israeli athletes were taken hostage by Palestinian militants during the event and later killed. Ms. Hadid, who modeled the sneaker in the ad, is of Palestinian descent and became a focal point of the scrutiny.
Adidas apologized in a statement on July 19, saying that it had made an “unintentional mistake,” and pulled the ad.
Ms. Hadid issued her own apology in an Instagram story on Monday evening. “I would never knowingly engage with any art or work that is linked to a horrific tragedy of any kind,” she wrote. “In advance of the campaign’s release, I had no knowledge of the historical connection to the atrocious events in 1972.”
What happened with the ad?
In mid-July, Adidas reintroduced its running sneaker, which originally debuted at the Munich Olympics in 1972. To promote the shoe, the brand rolled out a global ad campaign featuring a range of pop culture figures, including the soccer player Jules Koundé, the hip-hop artist ASAP Nast and Ms. Hadid.
In an emailed statement shared with The New York Times, Adidas said that the campaign was intended to celebrate its lightweight running shoe, which was designed more than 50 years ago.
“We are conscious that connections have been made to tragic historical events — though these are completely unintentional — and we apologize for any upset or distress caused,” the statement read.
What exactly made people angry?
Some people linked the Adidas ad campaign to a tragedy that occurred during the 1972 Games in Munich, where 11 members of Israel’s Olympic team were killed after an invasion of the Olympic Village by Palestinian militants.
The campaign made no mention of the attack. But some were outraged that Ms. Hadid, who is of Palestinian descent and who has long been outspoken about her pro-Palestine stance, was one of the faces of the ad campaign, and they drew connections to the massacre.
“For Adidas to pick a vocal anti-Israel model to recall this dark Olympics is either a massive oversight or intentionally inflammatory,” the American Jewish Committee wrote in a statement posted on X this month. “Neither is acceptable.”
What happened during the Munich Olympics?
In September 1972, a group of Palestinian militants known as Black September broke into the Olympic Village, killing two Israeli athletes and kidnapping nine others as hostages. The militants were seeking the release of more than 200 Palestinians held by Israel and two imprisoned German left-wing extremists. The German police tried to rescue the Israeli hostages, resulting in a shootout at a military airport that killed the remaining hostages.
What else did Ms. Hadid say?
Ms. Hadid, who described herself as feeling shocked, upset and “disappointed in the lack of sensitivity that went into” the campaign, said she would have never participated in the ad if she had been made aware of the context.
“I do not believe in hate in any form, including antisemitism,” she said. “That will never waver, and I stand by that statement to the fullest extent.”
She acknowledged that she “should have done more research” into that year’s Olympics, but she remained firm in her support for Palestinian people, adding that the country is “not synonymous with terrorism.”
“I am a proud Palestinian woman and there is so much more to our culture than the things that have been equated over the past week,” she wrote. “I will forever stand by my people of Palestine while continuing to advocate for a world free of antisemitism.”
Ms. Hadid did not respond to a request for comment from The Times.
Is Adidas still selling the sneakers?
Adidas told The Times that it was “revising the remainder of the campaign.” The shoes are still available for purchase on the company’s website.
Source: nytimes.com