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Maison Boucheron, the most stylish and cutting-edge French High Jewelry Maison since 1858, honors the Middle East with a dedicated campaign “Invent the future, Honor the past".
This territory has this particularity to host both deeply rooted traditions and future-forward generations.
Through its campaign, Maison Boucheron celebrates all of them, telling the journey of Middle East from the past to the future, from tradition to avant-garde, tinted of respect and care.
The first episode, Roots, features Mila Al Zahrani and a mother-like figure wearing the iconic Serpent Bohème collection, honoring the history and heritage from which we all grow. Imagined in 1968, Serpent Bohème is the oldest jewelry collection among Boucheron icons.
Yet every year it continues to be reinterpreted. In this episode, Boucheron illustrates how heritage and history can be a source of inspiration to build the present time.
In the second episode, Evolution, Mila Al Zahrani shares the Quatre XXL cuff with a friend, showing the evolution necessary to move forward. Featuring the Quatre collection, Boucheron contemporary signature, the focus of this episode illustration how strength and protection are the key values of current generations.
Raised through the necessity of sharing and helping others, today’s generations are showing the way to invent the future.
Finally, in the 3rd episode Future, Mila passes on the new Double White Edition Quatre creations to the younger generation, celebrating the innovation and creativity shaping the future. Maison Boucheron as always been guided by innovation. Not as an end in itself but rather as a means to a creative dream.
By introducing new designs, new materials or even new ways of creating, Maison Boucheron paves the way to a better future for the jewelry sector and encourages the young generations to innovate.
We will be delighted to welcome you so that you may discover and try on your favorite creations.
