The best way to present the next high jewelry collection? A big party. Too obvious? Not if it is organized by Van Cleef & Arpels who, through Instagram, has made it a global and shared event. Exclusive but popular, almost an oxymoron. The initiative also worked thanks to a clever strategy: a few days before the inauguration, the maison began to tease its followers by posting videos featuring a splendid emerald and a precious white card as the background. The next day, the animated card reveals a palace, a king, a queen, towers and butterflies in the distance. And a message: «Tomorrow we will reveal our new high jewelry collection inspired by a famous fairy tale». On the fateful day, an invitation with the date, time and address (the Instagram one, of course) and towards evening the first post: a still from the film by Jacques Demy, Peau d’âne (Donkey Skin, based on the fairy tale by Perrault), with Catherine Deneuve in a golden dress and crown. Immediately after, an image of Chateau de Chambord, the place where the collection would later be presented. Here the mystery is revealed: the story tells of a queen who before dying grants the king permission to remarry on the condition that his future wife is more beautiful than her. Too bad that in the kingdom, no one except her daughter can compete. To escape this fate, the princess asks for impossible wedding gifts, including a magic donkey skin and to escape in disguise. The happy ending will be with the love union between Donkey Skin and a crown prince. During the night, more photos of the event: magical forests, enchanted mirrors, owls, actors and extras. The grand finale? Scenes from a wedding and, to keep followers hooked, close-ups of the models with the jewels from the collection. The one to come, because still on the Van Cleef & Arpels website, for now there are only the drawings. More exclusive and popular than this…
