SOFIA COPPOLA DIRECTS SHORT FILM FOR CARTIER

In Marketing, What's New by Christine Galasso

Cartier is reissuing its Panthère jewelry watch, a relic from the 1980’s, and it’s called on a Hollywood power player to create a short film to mark the occasion.

Sofia Coppola, an Academy Award-winning director and style icon in her own right, has directed the commercial, due out on social media and in select theaters on June 1st. While further details of the film have not yet been released, the film stars Gods of Egypt actress Courtney Eaton and disco legend Donna Summer’s daughters Brooklyn and Amanda Sudano.

Cartier gave Coppola free reign to create the short as she sees it. The Panthère first debuted in the early 80’s and quickly became a favorite. The brand has said that the reissue is in response to today’s customer request for it.

As for her inspiration, Coppola told Business of Fashion, that the film reflects the customer she sees wearing it, someone “visiting L.A. and away from work, and is enjoying the sun, romance and her friends.”

“I love the era when the Panthère debuted and I think of it as glamorous and sexy, and thought about films and the women of that era,” she went on to say.

Coppola has been a long-time fan of Cartier and a fervent fan of its Tank watch. Last year, she was named a “friend” to the French house, modeling new watch styles and hosting parties together.

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