The Croisette lit up this week for the Cannes Film Festival, where glittering prizes go far beyond the Palme d’Or. Chopard, the fine jewellery brand and one of the festival’s cosponsors, dressed 11 actors for the opening night, including Julianne Moore and Lupita Nyong’o. And while the spectacle of having an actress wear your baubles before the world’s media has obvious commercial benefits, for a number of brands these relationships go further than simple window dressing.
戛納電影節期間,該市的克魯瓦塞特大道(The Croisette)可謂星光熠熠,除了金光閃閃的金棕櫚獎杯(Palme d’Or)外,更有眾多光鮮亮麗的首飾品牌爭奇斗艷。電影節合作贊助商、高檔珠寶品牌蕭邦(Chopard)為參加開幕式頒獎晚會的11位電影明星披金戴銀,其中就包括朱麗安?摩爾(Julianne Moore)和露皮塔?尼永奧 (Lupita Nyong'o)等明星。在各大媒體眾目睽睽之下,明星代言旗下首飾雖說有立竿見影的商業效果,但對于諸多首飾品牌來說,它們與明星之間的“珠聯璧合”,其影響力遠勝于一般的走過場。