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In 1893, Frédéric Boucheron was the first of the great contemporary jewelers to open a boutique on Place Vendôme. Today, Boucheron is pushing forward its heritage toward unexplored territories.

Above genders. Both feminine and masculine. Genuine and radical. Innovative and inspiring. The Icons campaign is a reflection of a Maison that, since it was established in 1858, has stretched the limits of High Jewelry by offering pieces to wear, released from the safe. Pieces to be felt by the skin and the mind. Those we choose to be empowered with, to show our true selves, to stand out. Between style and innovation, heritage and avant-garde, discover Icons as Boucheron goes XXL.

A campaign that’s both feminine and masculine

From the genius of famed photographer-stylist team David Sims and Emmanuelle Alt, the Icons campaign reaffirms Boucheron’s standing as the first jeweler to open a boutique on Place Vendôme.

Beyond this dynamic duo, the jeweler has also called upon two icons to embody the five worlds of its emblematic collections. Boucheron femininity is now personified by model Anja Rubik, chosen for her pure beauty and natural sophistication. Her male counterpart is Ludwig Wilsdorff, with a radiant personality that exudes Boucheron’s masculinity, a first for a corporate campaign.

“While remaining true to our history, this new campaign – stylish and assertive – marks a shift for the House. Our distinctiveness is expressed through the XXL concept, showcasing both our designs and our ambassadors, as well as the unprecedented presence of a man. Ludwig Wilsdorff’s intense personality makes him the perfect embodiment of Boucheron masculinity. And Anja Rubik tells a story that is utterly consistent with the House, with cutting-edge energy.” Hélène Poulit-Duquesne, Boucheron CEO

Boucheron icons go XXL

At times accumulated, other times individually, but always XXL, the Boucheron icons are central to the images. Quatre, Serpent Bohème, Jack de Boucheron, and the Vendôme Liseré collection form the campaign’s four jewelry episodes. For High Jewelry, the iconic Question Mark necklace embodies the savoir-faire of the workshops at 26, place Vendôme. This avant-garde creation, designed in 1879, is also paying tribute to another historic Boucheron icon in this campaign: the Countess of Castiglione.

“For this campaign, I imagined oversized versions of our icons while remaining true to their original character. I feel that Boucheron presents a cutting-edge, lively, authentic vision of jewelry and High Jewelry with these pieces, and that’s how I’ve always imagined Boucheron to be. Each visual depicts very different collections. The uniting theme is the stylish quality, both aesthetic and conceptual, seen in the various dimensions of the campaign.” Claire Choisne, Creative Director.

With six visuals and four videos, the worldwide unveiling of the Icons campaign will take place on Tuesday, August 30, 2022, in the media, on billboards, across social networks and on the website.



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