Last month at Baselworld, Chopard introduced us to the first ever luxury watch made from Fairmined Gold. Jewelry maker is expanding their commitment to sustainable luxury by turning their focus to the entertainment industry. Chopard, creator of Palme d’Or for Cannes Film Festival since 1998 has announced this year’s winner will receive the first ever Fairmined Palme d’Or, made from “Fairmined” certified gold.
Fairmined gold is ethically mined gold where suppliers need to demonstrate their commitment to responsible social and environmental practices. Improved labor conditions including better pay and eco-friendly mining are some of the responsibilities.
Seeds for eco-friendly, sustainable luxury were sown during last year’s Cannes Festival. Chopard teamed up with Livia Firth (actor Colin Firth’s wife), founder of the Green Carpet Challenge and creative director of Eco-Age to launch ‘The Journey to Sustainable Luxury’. Successful collaboration led to Chopard launching the Carpet Haute Joaillerie collection, made entirely from Fairmined gold. This year’s Oscar winner Cate Blanchett is a huge admirer of the collection, and wore a pair of diamond rings to the Golden Globes.
“We are so excited about this ground breaking world first. 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,” said Livia Firth.
At hand for the announcement in Paris with Livia Firth were Caroline Scheufele, co-president of Chopard; Thierry Fremaux, Delegate General of the Cannes Festival; actresses Hilary Swank and Berenice Bejo, winner of best actress at last year’s festival.