It’s that time of year again when we’re mercilessly bombarded with countless fragrance, lottery, and assorted other marketing campaigns- viral or otherwise- reminding us that Christmas and the season’s concomitant commercial chaos are officially upon us. Ringing in that special blend of end-of-year consumerism, emotional upheaval and just a dash of sentimentality is a time-honoured tradition that nary an industry shies away from these days. Naturally, jewellery retailers are included among the mix of sometimes-maudlin merrymakers promoting their wares on the web and elsewhere. We’ve selected a few choice Fashion Films by jewellers that capture the spirit of the season, the essence of the brand, and sometimes both.

Mexican cinematic powerhouse Alfonso Cuarón is best known for his highly esteemed turns as editor, writer, producer and, of course, director, of such well-known films as Y tu mama también and most recently, the Academy Award-winning Gravity. He can now add Fashion Film director to that list of professional titles in view of his latest collaboration with Loquet London, a British jewellery brand created by his partner, Sheherazade Goldsmith, and her co-founder Laura Bailey.
The Film, styled by Bailey, is an elaborately choreographed acapella clapping performance by a racially diverse group of 16 women of varying ages, set against a white background. It was intricately edited over a span of six months to create the perfect hybrid of collage and montage, comprising neatly spliced split-screen shots, the majority of which draw focus on Loquet London’s new charm bracelets. The Fashion Film stars friends and family of the brand, including Nathalie Emmanuel, Gemma Chan, Emily Berrington, Myanna Buring, Gala Gordon, Laura Bailey, Melie Tiacoh, Hazel Townsend, Lottie Hayes, Ooooota Adepo and Eloise Showering.

Catalan jewellery brand Tous once again enlisted creative agency SCPF for the premiere of the third Fashion Film in their Tender Stories series, which showcases the 2015 fall/winter collection. This latest instalment features a young woman as she explains, to four different men in a series of skilfully curated shots recorded near various Paris landmarks, how her first-ever trip to the City of Light was with her father. With a cinematographic style reminiscent of Wes Anderson, the sequences are seamlessly interwoven through time and Parisian space as she comes to the bittersweet conclusion of her cyclical narrative on a parent’s unconditional love and her fruitless quest to find her own.

Cartier, the quintessential French brand known as the “king of jewellers” and the “jewellers of kings” have also come out with a pre-holiday Fashion Film starring British model and singer-songwriter, Karen Elson. Directed by Johan Renck, the short film is also set in Paris and features Elson singing “Diamonds are a Girl’s Best Friend” a la Marilyn Monroe in “Gentlemen Prefer Blondes”. The ad wouldn’t be Cartier if it didn’t include at least one cameo by its iconic panther.

And who can forget Aristocrazy’s, “Jewel Power for Freedom Lovers”, written and directed by Juan Ross and starring the lovely Alba Galocha, which premiered exclusively at the second edition of the Madrid Fashion Film Festival in 2014. An upbeat, all-day scavenger hunt sends the model scurrying across Paris, collecting all sorts of trinkets along the way, and finally winds up in the arms of her beau as night falls.

by Javier Varela