Chopard Celebrates 50 Years of Happy Diamonds with Bella Hadid and Liu Wen

Chopard is marking a significant milestone by celebrating the 50th anniversary of its renowned Happy Diamonds collection. The luxury brand has enlisted the talents of supermodel Bella Hadid and international star Liu Wen for a vibrant cinematic campaign that encapsulates the joy and movement associated with this iconic line.

A Cinematic Tribute to Joy and Movement

The campaign, described by Chopard as a “cinematic journey filled with joy,” aims to showcase the playful and daring essence of the Happy Diamonds collection. Caroline Scheufele, Chopard’s co-president and artistic director, articulated the campaign’s vision: “For 50 years, the dance of Happy Diamonds have mirrored freedom. Through this campaign, we wanted to celebrate that movement, both intimate and universal, that animates both the diamonds and those who wear them.”

Creative Minds Behind the Campaign

To bring this vision to life, Chopard assembled a talented creative team that includes director Manu Cossu, still photographer Greg Williams, and multi-disciplinary creative Stephen Galloway. Cossu expressed his excitement about the project, stating, “The campaign is iconic in its aesthetic and imagery… it explores how jewelry has shaped the collective imagination through cinema, fashion and beauty.” Galloway, who drew inspiration from contemporary dance, added, “The Happy Diamonds made me think about movement in a completely different way.”

New Pieces and a Timeless Legacy

The campaign introduces updated versions of beloved pieces, such as the Happy Sport timepieces, which first featured moving diamonds on the dial. These new editions come in various sizes and combinations of ethical yellow gold and lucent steel. Additionally, new Happy Diamonds pendants have been crafted to enhance the free movement of their diamonds, symbolizing the collection's enduring legacy.

Source: www.hollywoodreporter.com