The Palme d’Or is the ultimate symbol of the Cannes Film Festival, yearly awarded to the best film in the official selection. On the occasion of the 67th edition of the festival, the legendary trophy annually crafted in the Chopard workshops since 1998 takes on a newfound glow by appearing for the very first time in ‘Fairmined’ certified gold. This innovation is part of the approach initiated by Chopard at the 66th Cannes Festival and aimed at promoting sustainable development within the luxury industry.
The undisputed emblem of the world’s most glamorous film event, the Palme d’Or also symbolises the exceptional relationship between the Swiss jeweller and the Cannes Festival. Redesigned in 1998 by Caroline Scheufele at the request of Pierre Viot, then President of the event, the new interpretation of the trophy marked the start of a partnership that has been steadily strengthened ever since. By now enhancing it with an ethical virtue, Chopard and the Cannes Film Festival are writing a new page in their shared history and boldly proclaiming their determination to work towards a luxury that is both civic-minded and respectful of the environment.
“THE JOURNEY TO SUSTAINABLE LUXURY”
For several years now, Chopard has been demonstrating its commitment to social responsibility, indeed placing it at the very core of its fundamental values. A certified member of the Responsible Jewellery Council (RJC), a leading environmental, social and ethical standard setting organisation, Chopard has created together with Livia Firth, founder and creative director of Eco-Age, a programme named The Journey to Sustainable Luxury. First launched in May 2013 at the 66th Cannes Festival, this major project is expressed through concrete actions taken by the Swiss watchmaker-jeweller such as committing to source materials from suppliers openly displaying responsible social and environmental practices.
These practices have given rise to new Haute Joaillerie creations grouped within the Green Carpet Collection. At the latest Golden Globes ceremony, Cate Blanchett, who won the Best Actress Award, wore diamond earrings from this collection. Other emblematic creations are gradually emerging, such as the L.U.C Tourbillon QF Fairmined watch, the first watch in the world made of ‘Fairmined’ gold recently unveiled at the Baselworld watch and jewellery show.
A MEANINGFUL GESTURE FOR THE NEW PALME D’OR
Making such a prestigious trophy in ‘Fairmined’ gold represents a crucial stage in Chopard’s ongoing “Journey”. “I am proud and happy that the Palme d’Or which I redesigned 16 years ago should be made of traceable gold mined in a manner respectful of human beings and the environment”. declared Caroline Scheufele, co-president of Chopard.
Thierry Frémaux, Délégué Général of the Cannes Film Festival: “The Festival de Cannes has always represented the highest standards in cinematic excellence. We are therefore delighted that Chopard, who has been one of the principal sponsor of the Festival for the last 17 years, are to craft the 2014 Palme d’Or – the most prestigious award in the international film industry – from ‘Fairmined’ gold. This gold represents the highest standards of gold available today in the world, and adds a wonderful lustre to the Palme d’Or and the Festival de Cannes.”
“We are so excited about this ground breaking world first” enthused Livia Firth, founder and creative director of Eco-Age. “Chopard is not only bringing ‘Fairmined’ gold to the very core of cinema and one of the biggest red carpet festivals in the world, but cementing it into the very heart of the festival – the Palm d’Or – is incredibly exciting. Once again Chopard has proved that with its Journey to Sustainable Luxury, they are at the forefront of sustainable luxury.”
In creating the Palme d’Or from ‘Fairmined’ gold, sustainable luxury has truly been placed on a world stage, highlighting the importance of artisanal skills at the very beginning of the supply chain. For the first time ever, the Palme d’Or will represent not only the very highest standards of film production but ethical gold production as well.
“We at ARM are particularly pleased that ‘Fairmined’ practices are thus recognised on an international level”, explained Lina Villa, Executive Director of the NGO. “Since the launch of the ‘Journey to Sustainable Luxury’, the work accomplished by Chopard has enabled us to continue drawing attention to artisan-style mining in South America. This new breakthrough shows how firmly Chopard is committed to its mission. We are eager to see the Palme d’Or and the person who will hold it aloft!”
“Fairmined” gold is ethical gold extracted by artisanal and small-scale miners certified under the “Fairmined” standard created by the Alliance for Responsible Mining (ARM). This label guarantees strict respect for the rules of economic, social and environmental development in the mining process.
By forging a unique partnership with ARM, in May 2013, Chopard became the first luxury watch and jewellery company to support and enable mining communities to reach Fairmined certification. This certification will provide a stable route to market and a fair deal for the miners and their communities when selling their gold. Through its work, Chopard will ensure that these workers a no longer marginalized but recognised as key members of the supply chain.