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.

As well as being official festival partner, Chopard has, every year since 2001, awarded two young actors the Trophée Chopard. The winners are partnered with a mentor or “godparent”: this year, Julianne Moore will be giving advice to British actor Jack O’Connell and the British-American ingénue Lola Kirke.

“It’s important to us to support new young actors,” says Caroline Scheufele, co-president and artistic director of the French haute joaillerie house. “It is such a fiercely competitive business and winning gives a huge boost to their international profile. It injects new life into the film industry. But it is also a way to express our philosophy and values, and reach new audiences.”