Chopard has just released images of the first ever Palme d'Or made from Fairmined gold, which will be presented to the winning film at this year's Cannes Film Festival. The landmark decision to make the Palme d'Or award in Fairmined gold is designed to catapult sustainable luxury into the limelight at the world's most glamorous film event.
Chopard, which has been making the iconic trophy since 1998, announced in April that it had taken the decision to 'go green' in Cannes. On the reverse of one of the feathery palm leaves that decorate the 2014 Palme d'Or award, Fairmined is stamped in capital letters in recognition of the luxury jeweller's commitment to sustainable luxury.
At last year's Cannes Festival, the Swiss company teamed up with Livia Firth, founder of the Green Carpet Challenge and creative director of Eco-Age, to launch 'The Journey to Sustainable Luxury'. As part of the on-going programme, Chopard is committed to sourcing materials from suppliers that demonstrate responsible social and environmental practices.
Last year, the house launched a Green Carpet Haute Joaillerie collection, the first of its kind in the world to use Fairmined gold. The collection has caught the eye of celebrities such as Cate Blanchett, who wore a pair of diamond earrings from the collection to the Golden Globes.
"We are so excited about this groundbreaking world first," says Livia Firth. "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', it is at the forefront of sustainable luxury."
Caroline Scheufele, co-president of Chopard and the creative force behind the redesign of the Palme d'Or in 1998, says: "I am proud and happy that the Palme d'Or, which I redesigned 16 years ago, should be made of traceable gold mined in a manner respectful of human beings and the environment."
Fairmined gold is ethical gold extracted by artisanal and small-scale miners certified with the Fairmined standard created by the Alliance for Responsible Mining (ARM). In May last year, Chopard became the first luxury watch and jewellery company to set up a partnership with ARM aimed at supporting mining companies in their quest to achieve Fairmined certification.