Mon, Sep 4, 2017

Luxury Goods, Jewellery & Watches
New Chopard collection purer than ever

Swiss luxury watch and jewellery brand Chopard brought out a new Ice Cube collection made with ethically sourced gold. 

Inspired by ice cubes, the avant garde collection was first launched in 1999, featuring frosty watches and chilled jewellery.

Called Ice Cube Pure, the new line remains true the original spirit, with smaller cubes, polished or diamond-set, lined up in tightly packed rows. 

The collection includes rings, earrings, necklaces and bracelets and can be worn solo or stacked up with others in a combination of yellow, white and rose gold. 

The new line uses Fairmined certified gold, Chopard’s label that guarantees respect for the mining community and the environment.

Ice Cube Pure’s campaign model and muse is French model and actress Aymeline Valade, who elegantly shows how to wear the collection and make a fashion statment.

Commenting on the new collection, Valade  says she is struck by its simplicity. 

It goes with any look for night or day-time wear, while being cool and chic at the same time, she says. 

She also has words of praise for Choaprd’s drive towards sustainable fashion.

"I think it’s a great thing that we are becoming increasingly aware of our responsibilities with regard to the impact we have on Earth. We have the opportunity to change the bad habits we’ve developed, and see what we can do to improve things in future. Enabling a decent quality of life for those who work in the different sectors of the fashion industry would be a great step forward. 

"We could also develop new means of production to reduce impact on the environment, and place greater emphasis on recycling systems for example. With its Journey to Sustainable Luxury, Chopard serves as a pioneer in the watch and jewellery industry, making a real impact on the supply chain with the ethical Fairmined gold they use in some of their collections, such as Ice Cube Pure. 

"But at the end of the day, this is not simply about fashion but applies to all humankind. I do feel, however, that fashion has this great ability to be an active part of the change and to set a very positive example. Fashion probably has one of the most powerful communication networks, so if this industry becomes involved it will definitely have a significant influence on global production and consumption. I am aware that this may have a certain economic impact but this has to be weighed up against the more important issues – namely the very survival of life on earth – that are already at stake."

Farmined gold is already used Chopard’s high jewellery since 2013 for the Green Carpet collection and in haute horlogerie for LUC watches and by making Ice Cube Pure part of this process Chopard says it is showing its determination to extend the use of ethical gold to all its products over time.

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