Cartier signs a hymn to love with "Love is all"

After a teasing on social networks, the mini-film “Love is all”, gathering Cartier’s friends has been unveiled.

Cartier unveils a mini-film “Love is all” in the form of a choir, to celebrate love. A name that is not insignificant when you know that one of the emblematic pieces of the House is the Love bracelet. It features many of the house’s muses, namely Ella Balinska, Mariacarla Boscono, Monica Bellucci, Katia Buniatishvili, Lily Collins, Golshifteh Farahani, Melanie Laurent, Troye Sivan, Willow Smith, Annabelle Wallis, Jackson Wang and Maisie Williams.

All have appeared in Cartier campaigns this year, like Maisie Williams for the Pasha watch or more recently Lily Collins to promote the Double C bag by Cartier.

Filmed as if in a musical, the actors sing to the song “Love is all” by Roger Glover and Ronnie James Dio, a pop song that has been sung since the 1970s. The film begins with each personality in a box, red like the Cartier cases or white, to gradually free themselves from the limits of the box and gather. It’s a message of sharing behind these warm and joyful words, to start celebrating the holiday season.

“Love is all” was shot in Paris, Los Angeles and Shanghai. To carry out its vision, Cartier enlisted the help of young British director and fashion photographer Charlotte Wales. Known for her fresh and light-hearted approach, the director wanted to show Cartier’s values: the belief that each person’s uniqueness is enriched by the uniqueness of others, and that these connections strengthen our talents.

“It’s part of Cartier’s philosophy to believe that we are stronger and more authentic together, and that’s why we’ve brought together this inspiring community of artists who embrace life with a sense of celebration,” explains Arnaud Carrez, Senior Vice President, Chief Marketing Officer. “Together, they seem to defy gravity through the red Cartier box, which they have filled with a sense of joy.”