Media Gem: Jewellery promo defies the norm

International – The new ad for Delfina Delettrez’s spring/summer collection steers clear of the typical associations with jewellery and uses retro computer graphics instead.

Brands and designers are increasingly rejecting slick and polished websites for a look that harks back to the early days of the net, as reported in our Netstalgia.

The advert, directed by Daniel Sannwald, portrays a surreal world. Detached body parts wear pieces from the collection as they float through an expansive landscape. The glitchy graphics and grids create a retro net aesthetic, while the movement of the camera suggests a computer game-like quality. With the background and mannequins in white, the attention is drawn to the merchandise which beams out in full colour.

High-end brands are beginning to change their traditionally serious demeanour.
‘The rarefied world of haute joaillerie is looking perkier and more youthful than it has for many years,’ states Luxury Society. ‘The re-invigoration of fine jewellery was evident during Paris Haute Couture Week in early July, when maisons such as Dior, Chanel and Vuitton showed their magnificent wares at the same time as catwalk shows.’