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Apr 23, 2024 01:06

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JEWELRY: Ardor for Adornment

January 30, 2023        |

The K-Pop Group Is The Face Of Chopard

A dazzling blend of fantasy and futurism in the Maison’s collections.

Having caught the eye of Chopard Co-President and Artistic Director, Caroline Scheufele, with its youth, creativity and abundant energy, highly popular South Korean girl group aespa are the face of an exciting new campaign by Chopard. Extremely successful both at home and abroad, the super cool, all-girl K-pop group will thus personify Chopard’s Precious Lace, Happy Sport, Happy Diamonds and My Happy Hearts collections.

Always keen to build new relationships with rising talent, Caroline Scheufele was naturally captivated by the youth, energy and creativity of South Korean girl group, aespa. The Maison’s Co-President and Artistic Director was quick to recognize that the abundant talent and joie de vivre exuded by Karina, Winter, Giselle, and Ningning was the ideal fit for Chopard key collections: Happy Sport, Happy Diamonds, Precious Lace, and the Maison’s latest My Happy Hearts collection

Chopard

International appeal
Just like Chopard itself, innovation is embedded in the DNA of aespa, whose name was in fact derived from a combination of ‘Avatar X Experience’ & ‘aspect’. The concept is designed to represent innovative activities driven by the theme of “Experiencing a new world via the encounter of the ‘avatar’, your other self”. Since making their debut in November 2020, their hit single “Black Mamba” entered 4 kinds of Billboard charts with only 3 days’ accumulation and aespa also continued their success with their hit songs “Next Level” and “Savage”. Recently released second mini-album “Girls” peaked at #3 on the Billboard main charts, the ‘Billboard 200’ and the ‘Artist 100. In 2022, aespa received an invitation to take the main stage at the Coachella Valley Music and Arts Festival in April, wowing fans with an “aenergy”-infused performance. Further attesting to its growing international popularity, it recently also became the first K-pop girl group to perform on the opening stage for ABC’s ‘Good Morning America’ summer series concert (GMA 2022 Summer Concert Series). They made a meaningful speech at the UN 2022 High-Level Forum on Sustainable Development as well. Glamorous, eclectic and versatile, the fabulous four have thus redefined in just 20 months what global audiences can expect from pop music and its – stars – accurately exemplified by the “queen bee” stitching across the front of Ningning’s Coachella outfit. Encapsulated in the Maison’s inspiring new campaign, the group’s personal brand of star power and futuristic warrior aesthetics are therefore the ideal vector for expressing their shared values.

Chopard
Winter and Giselle wearing Chopard's Precious Lace Collection
Chopard
Ningning and Karina wearing Chopard's Precious Lace Collection

Dancing diamonds, dancing girls: Happy Sport
With Happy Sport and its dancing diamonds, it’s curtains up on the splendour of time in the ultimate theatrical performance, as the girls display all the nonchalance and disregard for formal conventions inherent to this revolutionary icon – and themselves. Here, the stark simplicity of the girls’ radical chic minimalism offers the perfect backdrop for an endless live show that is all about light, elegance and freedom: dancing diamonds echoing the flawless proportions of Chopard’s watchmaking icon.

aespa and My Happy Hearts: a perfect match
Who could be better positioned than aespa to style My Happy Hearts, the quintessential collection for young women and the perfect match for this stellar girl group? Worn alone on strategic points, each piece of jewellery in the My Happy Hearts collection embodies the principle of less is more. Such is the vocation of My Happy Hearts: hearts like points of light punctuating a look with their versatile magnetism. The emblems of an emancipated generation, and the hallmark of a reinvented relationship with oneself, My Happy Hearts and aespa thus artfully present the ultimate game of mix and match in different models and colours, opening up an infinite range of combinations to suit moods, outfits, emotions and the whims of the seasons.

The beat goes on with Precious Lace
Dainty, precious and ablaze with light, Precious Lace reflects the purest Haute Joaillerie traditions and vividly testifies to Chopard’s inspirational power in the world of jewellery – much like aespa in the world of K-pop. Free, splendid and as light as silk, the girls perfectly bring together the magic of Chopard’s signature Haute Joaillerie collection with their own inimitable brand, ensuring that the beat goes on during grand festive evenings.

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