A new col­lec­tion, for a new gen­er­a­tion. Amy Yasmine dis­cov­ers Chopard’s lat­est Ice Cube Pure pieces, made to be worn with at­ti­tude.

Harper’s Bazaar (Malaysia) - - The Jewels -

When it comes to keep­ing it low-key, the last name you’d ex­pect on the list would be French jew­eller Chopard. And rightly so—just sev­eral months ago, the mai­son un­veiled its Queen of Kala­hari col­lec­tion, crafted from an ex­tremely rare (and rather hefty) 342-carat di­a­mond. But leave it to Caro­line Scheufele, artis­tic direc­tor and co­pres­i­dent of Chopard, to shake things up, putting the 157-year-old jew­eller in the spot­light with its sleek Ice Cube Pure col­lec­tion. Draw­ing in­spi­ra­tion from the 1999 Ice Cube col­lec­tion (fans of Chopard know its cus­tomis­able geo­met­ric de­signs all too well), Ice Cube Pure is a nod to Chopard’s on­go­ing evo­lu­tion. Think free-spir­ited, ir­rev­er­ent, and edgy—el­e­ments that speak vol­umes of the mai­son’s new gen­er­a­tion of devo­tees, from Bella Ha­did to Poppy Delev­ingne.

But what sets this new “tribe” apart from Chopard’s cur­rent fan base, you ask? At­ti­tude. Just one look at In­sta­gram, and a new crop of women—usu­ally work­ing whis­per-thin neck­laces into mul­ti­ple strands and stack­able bracelets—are the new cham­pi­ons of Chopard’s evolved aes­thetic. And per­haps, this is where the mai­son’s new chap­ter be­gins, start­ing with Rihanna’s col­lab­o­ra­tion just last sum­mer (see: del­i­cate geo­met­ric pieces laced with emer­alds and di­a­monds).

So, con­sider the new Ice Cube Pure an ex­ten­sion of Chopard’s own per­sona—an al­ter ego, if you will—which not just res­onates with a more play­ful and ur­ban clien­tele, but also pushes the bound­aries of fine jew­ellery. Moulded from eth­i­cally Fairmined cer­ti­fied gold (the same used in Chopard High Jew­ellery since 2013), the Ice Cube Pure col­lec­tion is a style chameleon in its own right. Worn lay­ered around the dé­col­letage, or a neck­lace trans­formed into an an­kle bracelet, you could tell the col­lec­tion’s ap­peal lies in its ver­sa­til­ity. Torque bracelets are stacked, as are eter­nity rings with sub­tle di­a­mond cen­tres, while del­i­cate bar ear­rings are worn up­side down for an off­beat rock ’n’ roll twist. A style in­spi­ra­tion here is French model and Chopard muse Aymeline Valade, who wears her del­i­cate Ice Cube Pure rings across mul­ti­ple fin­gers.

Now, who said less is al­ways more?

French model and ac­tress Aymeline Valade as cam­paign star and muse of Chopard’s lat­est Ice Cube Pure col­lec­tion Sleek, clean lines as part of Chopard’s lat­est col­lec­tion for a new gen­er­a­tion Sub­tle di­a­monds add a touch of luxe

Amanda Seyfried wear­ing Chopard ear­rings at the re­cent Venice Film Fes­ti­val

Is­abeli Fon­tana dons Chopard’s carved jadeite ear­rings

Valade’s stack­able Ice Cube Pure rings

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