While its historic address on Place Vendôme is decked out in lights, jeweler Boucheron is in a festive mood on social media with its “Winter Wonderland” campaign, whose name is reminiscent of a certain timeless Christmas carol.
For the holidays, the leading jeweler on Place Vendôme invites us to “celebrate the wonders of nature and the audacity needed to explore them.” As part of its “Winter Wonderland” campaign, Boucheron opens the doors to “four enchanting worlds where magic and surprises await spectators and customers.”
Each universe features an ambassador for the jewelry house, drawn from the young art scene and dressed in an immaculate white outfit, reminiscent of a white winter coat.
Four ambassadors for four iconic pieces
The “Winter Wonderland” visual campaign features four ambassadors for the House from the younger generations of cinema, music, and dance on social media, each wearing one of the four collections and portraying their own universe, imbued with the unique spirit of winter.
They are British actress Daisy Edgar-Jones (27), South Korean actress Han-So-Hee (32), Japanese dancer and singer Mina (28), and Turkish actress Dilan Çiçek Deniz (30). All of these figures are likely to appeal to Millennials and Gen Z. The House’s iconic collections, Plume de Paon, Quatre, Flèche, and Serpent Bohème, are revealed in frosty landscapes and dreamlike deserts. The integration of a world of sand dunes is reminiscent of the reopening in recent months of the Boucheron boutique in the Galleria Mall in Abu Dhabi (United Arab Emirates).
The most iconic and most represented in the campaign is none other than the Quatre collection, launched in 2004. Urban and graphic, it is first and foremost a stylistic gamble born from a ring celebrating the combination of three golds—white, yellow, and rose—and a cousin, chocolate, obtained from a PVD coating. Rich in heritage, it includes four motifs (the Double Godron, the Clou de Paris, the Diamond Line, and the Grosgrain) that pay tribute to Paris, the birthplace of the House of Boucheron. To date, the collection has been worn in the campaign by Han-So-Hee, Daisy Edgar-Jones, and Dilan Çiçek Deniz. The campaign serves as a pretext to show how this iconic design extends beyond rings to necklaces, pendants, and ear clips.
Another historic icon of Boucheron since 1968, Serpent Bohème evokes the snake through a stylized teardrop shape. Its emblematic motifs, made of pearl gold contours, textured gold, and precious stones set on an openwork honeycomb, magnify the light and make it instantly recognizable. Worn as rings, necklaces, earrings, or bracelets, each piece reflects three values dear to Boucheron: freedom, creativity, and self-expression. To date, this collection has been worn in the campaign by two ambassadors, Han So-hee and Dilan Çiçek Deniz.
A signature of the Maison since 1860, the Peacock Feather creations date back to 2023. A symbol of lightness, it poses a real challenge for the jeweler, who seeks to faithfully reproduce the movement, curves, volume, and finesse of natural feathers.
The House’s latest creation, Flèche, is a collection born from a motif introduced by the House in 1860. Highly symbolic, it oscillates between softness and power, love and confrontation. For the fall 2025 season, Claire Choisne has created eight new monochrome pieces set with diamonds, ranging from rings and bracelets to flowing necklaces and brooches.
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Featured photo: © Boucheron
