There are campaigns, and then there are moments when restraint becomes the message. Cartier’s new chapter for the LOVE collection, directed by Sofia Coppola and starring Jacob Elordi, falls in the latter category. Set in New York, where the bracelet first appeared in 1969, it revisits a symbol that once defined a generation’s idea of connection.
Jacob Elordi for Cartier
The campaign’s atmosphere feels unmistakably Coppola. Soft light, silence between movements, and a sense of time stretched rather than rushed. Elordi appears in minimal form, a white tee or black knit, his gestures uncalculated and human. It reveals how jewelry actually lives on the body.
At the center of this stillness is the LOVE Unlimited bracelet, a doubled loop creation that refines Cartier’s most enduring icon. The familiar screws remain, a nod to the brand’s fascination with industrial design, yet the clasp disappears into the form itself.
The LOVE Unlimited bracelet sits flush against the wrist, an engineering solution that feels almost emotional in its simplicity. For Elordi, it becomes an extension of his own rhythm, an object that seems to belong.
When Aldo Cipullo designed the first LOVE bracelet, it was a radical gesture. Jewelry was no longer ornamental, it was functional, almost mechanical, sealed by a miniature screwdriver. Half a century later, Coppola’s vision and Elordi’s character capture that same tension between permanence and ease.
