It’s through a new campaign that Maison Boucheron pays tribute to the Middle East. Entitled “Invent the future, Honor the past”, this campaign celebrates transmission – a value cherished by both, the most stylish and cutting-edge French High Jewelry House and the region.

In an ever-changing desert landscape, three short inspiring episodes starring Boucheron’s Middle Eastern ambassadress Mila Al Zahrani are filmed – paying an ode to the roots, evolution, and future of the Middle East. Traditions are brought together with innovative aspirations to embody the evolution of Middle Eastern cultures, as the sun shines through its soft light on the characters and of course, on Boucheron’s marvels.

“Roots” is where every story starts, and the first episode featuring Mila and a mother figure portraying the bond between a mother and a child in an original regional environment where the sun sets on the past era to embody progress in the Middle East, as the Serpent Bohème creations the two women wear symbolize their transmission from a generation to the next. “Evolution” is the way forward, and the theme of the second episode where Mila and a sister figure highlight the importance of sisterhood in a sunny desert landscape that leads to a traditional Arabian village enlightened by the moon, while under the starry sky the two share Quatre creations. Finally, “Future” opens the door to limitless possibilities, and constitutes the theme of the third episode portraying the Middle East as the home of the most futuristic architecture, as the sun rises and casts its light on the protagonists – Mila and a younger figure – adopting the philosophy of renewal and celebrating the creativity that shapes the future through new Quatre Double White Edition creations.

Featured on Boucheron’s digital and social media platforms, the campaign will transport you to the Maison’s vision of the Middle East until April 22, 2023 – making this journey one to really look forward to.