Field Notes from GWYN’s Fall Campaign ShootCreated with Cartier
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When it comes to styling the tentpole GWYN collections, there has only ever been one jewelry brand on the table. And if you’ve ever unboxed a Cartier creation—perhaps a diamond-paved LOVE bracelet? A Juste un Clou necklace? A Panthère watch?—it’s easy to understand why. The Maison’s designs are simultaneously elegant and wearable, and they have an incredible ability to make any outfit feel not just complete but ineffably cool.
GWYN’s design director, Sofía Menassé, tends to agree. “Cartier is a very elegant brand, so there’s a nice duality when you wear it with something not so feminine, like a big pair of cargo pants or just some jeans and a really good sweater,” she says, gesturing to the photos from the latest shoot, which are laid out on the table before us. (At the time of our conversation, Menassé was making final image selects for the GWYN presentation at New York Fashion Week—read the recap here.) Below, Menassé expounds on the jewelry, the clothes, and the way Gwyneth’s fingerprints can be found on every aspect of the brand, if you know what to look for.
“There’s something very architectural about Cartier designs that I love. For this shoot, we called in a lot of the panther pieces from Flora and Fauna, the line inspired by the natural world. To me, these showcase the best of Cartier’s artistry. I mean, look at this bracelet: From the pose of the animal to the detailed diamond work to the onyx stripes and emerald eyes…it’s unbelievable.”
“I love this look. It features our new cardigan, which is made from a supersoft, superfine Italian wool with a really lovely V. We design all our sweaters to button exactly to a place where you can just wear a bra and nothing else because that’s what Gwyneth loves to do. Wearing it the way she is, with only one button done, is so effortless—and contrasts nicely with these very dramatic, very dressy earrings. That kind of tension is present in a lot of her looks, whether she’s in a campaign or on a red carpet.”
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“GP has always been drawn to jewelry with substance and heft, so these pieces make a lot of sense on her. She has eyes on everything GWYN-related, including the styling of each shoot; so much of the final imagery comes from her attitude and how she’d actually wear things in her real life. For instance, if she’s wearing a button-up shirt, it’ll often be buttoned all the way to the top. And she always has a great ring or two on—it’s something of a signature.”