Squad Game: Cartier looks to the world of cinema for its brand ambassadors
The main pop girls who are making celebrity endorsement great again.
To find a common thread among the women of Cartier is to spin one’s wheels. From world-renown pianist to global pop icons—the latest being Blackpink's Jisoo—the jewellery maison’s reach transcends borders and industries. That being said, the jewellery maison has been known to court the leading ladies of international cinema— from Mélanie Laurent and Monica Bellucci to Golshifteh Farahani and Gong Li. Its championing of filmmakers also extends to the next generation of thespians who possess all the makings of a silver screen staple if its casting announcements of late are any indication.
Ella Balinska, for instance, has been made the face of Panthère de Cartier. Trained in martial arts at the Academy of Performance Combat, the young Brit draws the Parisian jeweller in with the boldness and positive energy she demonstrates in both her personal life and her performances. Balinska is best known for her portrayal of Jane Kano, a Charles Townsend Detective Agency operative, in the 2019’s revival of Charlie’s Angels.
Falling into step with her as a Cartier muse is Lily Collins. Embodying a new troupe of artists who dare to reveal their different sides—her extensive filmography would attest—the Emily in Paris star has been enlisted as the spokesperson for Clash [Un]limited. Her campaign for the line was a success in every sense of the word as her all-American, girl-next-door persona symbolically clashed with the collection’s riot-inciting motifs and off-centre materials.
Another one who has joined the jeweller’s rich constellation of brand ambassadors is Maisie Williams. Having taken Hollywood by storm with the epic medieval drama series Game of Thrones, Williams charges forward with a unique outlook on the business that stresses on collaborative approach. This vision of hers resonates with Cartier on a fundamental level, which then prompts the House to instate her a frontwoman of Pasha de Cartier.
