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Boucheron collaborated with global brand ambassador Zhou Dongyu and actor Ethan Juan on a captivating new campaign, which was unveiled on Monday to celebrate the recent Lunar New Year.
Reflecting the spirit of the Lunar New Year, which embraces both endings and new beginnings, the campaign video takes the protagonists on a captivating journey. They explore enchanting Chinese gardens, traverse the nation on high-speed trains, and experience the luxury of chic hotels.
This festive season, Boucheron celebrates the ebb and flow of life with the stars, accompanying them on their journeys – from intimate family gatherings that nourish the soul to exhilarating adventures that broaden horizons. The “Comings and Goings” campaign captures the poetry of these moments, showcasing the profound growth and emotional connections that arise.
This year, the Chinese New Year falls on January 29th, ushering in the Year of the Snake. To commemorate this symbolic celebration, Boucheron united renowned actors Zhou Dongyu and Ethan Juan, who were adorned with Quatre creations. The campaign elegantly intertwines two narratives, each set in a different time and place, mirroring the Snake’s profound symbolism of shedding its skin and embracing a new beginning.
At just 32 years old, Dongyu has already built an impressive filmography with over 50 films. Her acclaimed performance in “The Breaking Ice,” which was selected for the Un Certain Regard section at the 2023 Cannes Film Festival, further solidified her position as a leading actress.
Juan, a 42-year-old Taiwanese movie star, is renowned for his portrayal of Chen Kui-Lin in “The Pig, The Snake and The Pigeon,” a darkly brilliant film that explores the chilling ambition of a fugitive who ruthlessly eliminates his rivals to claim the title of the world’s most notorious criminal.
Introduced in 2004, the Quatre collection is a testament to Boucheron’s rich heritage. It incorporates four iconic motifs: the Double Godron, the Clou de Paris, a row of diamonds, and the Grosgrain. While deeply rooted in the past, this collection exudes a bold and urban spirit, defying the boundaries of time and gender.
Boucheron revealed in a release that the still ads and videos feature captivating pieces from the Quatre Classique and White Edition collections, showcasing the multifaceted expressions of this powerful design.
Among the prestigious jewellery houses surrounding Place Vendôme, the heart of the luxury jewellery industry in Paris, Boucheron stands out as a pioneer, having been established in 1858.
Founded by the visionary designer Frédéric Boucheron, the Maison was the first among its esteemed contemporaries to establish a presence on Place Vendôme. Now owned by Kering, Boucheron’s flagship boutique graces the square’s northern entrance, continuing to epitomize excellence in high jewellery and watchmaking.
The enduring legacy of Boucheron includes a tiara crafted in 1921 for Queen Elizabeth, the Queen Mother. This significant piece passed down through generations of royalty, was later gifted by her grandson, King Charles, to his wife, Camilla.
Boucheron is renowned for its artistic legacy, including the sculpted masterpieces of the Art Nouveau era and its later bold reinterpretations of classicism. It has established a significant global presence with over 90 boutiques worldwide.
