It’s also the first image campaign since the Belperron brand relaunched in 2015 in its flagship location on New York’s Fifth Avenue. The mood and feel is inspired by the 1969 film La Piscine, directed by Jacques Deray and starring Alain Delon, Romy Schneider, and Jane Birkin, an oft-referenced touchstone for the fashion set. (When I briefly worked as a copywriter at Tory Burch between editorial gigs, the designer did a dreamy collection inspired by the film, all sheaths and low-slung bikinis, checks and floral prints, in a palette of crisp white and green.)
For the Belperron holiday 2021 campaign, instead of the rustic, vine-covered glamour of Ville Loumere overlooking St. Tropez that served as the setting for the film, we have the storied Chateau Marmont in Los Angeles as the backdrop. And a luminous Camille Rowe somehow managing to simultaneously exude the camera-commanding sensuality and sophistication of Schneider’s Marianne and absolutely incandescent beauty of a young Jane Birkin as 18-year-old Penelope. I don’t want to throw out any spoilers, but the fashion in this movie is en pointe—hat tip: André Courrèges. And there is so much gorgeousness happening in every shot, not least of which is the swimming pool (definitely more green than blue), which seems plucked straight from a Slim Aarons photo (or a David Hockney painting, as they case may be).
But if we can’t have our Belperron on the French Riviera, West Hollywood will have to do. Belperron’s creative team worked with acclaimed fashion stylist George Cortina on the campaign.
“We wanted to introduce Suzanne Belperron’s tactile and sensual designs to a new generation of jewelry collectors, and George just gets Belperron. Her jewelry is so modern, so wearable, tribal, sophisticated. He captured all of that in a sexy, beautiful way,” said Nico Landrigan, president of Belperron, in a statement.
The campaign, photographed by Stas May, will appear in select print advertising and is also featured in the company’s catalog, website, and social media.
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Top: Couronne cuffs in gold with emeralds, price on request
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