Cartier has reunited Sofia Coppola and Jacob Elordi for the brands cinematic new LOVE Unlimited campaign shot in New York City. Teased yesterday on the brands instagram channel, the campaign marks a new chapter in the Maison’s ongoing affair with modern romance. First imagined in 1969 by Aldo Cipullo, the original LOVE bracelet revolutionized jewellery design and decades later, the story evolves to pay tribute to the spirit of connection through a Coppola’s lens.
Longtime friend of the brand, Coppola follows her Priscilla lead Jacob Elordi through a dreamy New York crafting a portrait that feels like a glimpse of Elordi adrift in the city, shooting film rolls on a Leica, stopping at Corner Bar, inside a hotel room at Nine Orchard.
“I wanted it to feel natural and close to him,” Coppola explains of the project. “Like a weekend in New York with someone you love — nothing planned, just that feeling of being together while the city hums around you.”
Hot on the heels of his big role in Frankenstein and his forthcoming role opposite Margot Robbie in Wuthering Heights, this marks Elordi’s debut as a Cartier ambassador, a role that seems to suit his understated elegance and cinematic charm.
“Working with Sofia again on this felt really special… it celebrates love, creativity, and the timeless energy of New York.” – Elordi
Elordi’s sister Isabella Eldori was also on set capturing behind-the-scenes moments, making the project a near family affair, but its the intimacy of Coppola’s visuals that offer a personal touch that softens the collections highly commercial appeal, given the near mass appeal of the wildly popular collection.
But what’s different about LOVE Unlimited? While the original LOVE was rigid and sealed with signature screws, LOVE Unlimited introduces a more supple construction of over 200 articulated links that move with the wrist. An invisible clasp replaces the screwdriver lock, preserving the collection’s symbolic spirit while offering an ease and wearability that feels distinctly contemporary.
A dialogue between Cipullo’s rebellious 1969 design and Coppola’s modern romanticism, the LOVE Unlimited campaign reads like a love letter for generations, much in the way her films often do.
Discover the campaign visuals below.
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