Caroline’s Couture: The New Sensation At Cannes
Where fashion meets fairy tale.
At the esteemed Hôtel du Cap-Eden-Roc, Caroline Scheufele, the co-president and artistic director of Chopard, showcased her latest venture, "Caroline’s Couture," during the Cannes Film Festival. In its second year, the event has evolved from an impromptu fashion show to a grand spectacle, featuring a 50-look lineup cascading down La Grande Allée’s center. The dramatic setting was complemented by nearly hurricane-strength winds, adding a theatrical flair that highlighted the ethereal quality of the gowns.
The event drew a star-studded audience, including Demi Moore, Eva Green, Bella Hadid, and more, signaling that the Chopard show has become a notable fixture at Cannes. But beyond the glitz, Scheufele's strategic launch of Caroline’s Couture is a bid to carve out a unique niche in the couture market, which she feels has been overwhelmed by designs that overshadow the fine details of jewelry. "The dress kills the woman because it’s too loud, too important, too much. Not necessarily elegant, and chic and sexy, but maybe vulgar,” Scheufele critiqued the current fashion trends.
Her new line aims to bring the focus back to enhancing the wearer's elegance, rather than just the jewelry. This philosophy was evident in the show's array of designs that ranged from princess off-the-shoulder gowns adorned with 3D butterflies to sleek beaded tweed columns, and vibrant brocade suits with floral motifs. The collection was not just about women's couture; men's fashion also made a bold statement with a limited but striking range of outfits, including an unbuttoned shirt ensemble and an emerald floral suit, inspired by Tom Ford's innovative designs.
Scheufele’s approach to the couture line is highly personalized, with the Chopard clients being the primary target. The interaction is very much hands-on, with clients having the opportunity to be fitted in cities like Dubai, London, or Paris, where the couture house sends measurements to skilled couturiers. Maximiliano Modesti’s Kalhath Institute in India meticulously handles the embroidery work, ensuring each piece is a masterpiece of craftsmanship.
The brand's deep-rooted connection with Cannes is not just about fashion shows but also encompasses the film festival itself. As a longtime sponsor and the designer of the prestigious Palme d’Or, Chopard’s linkage with the Cannes red carpet is almost proprietary. “The red carpet belongs to Chopard already,” Scheufele remarked, underscoring the brand's intertwined relationship with the cinematic celebration.
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