After 56 years, the brand gives the iconic design a refresh.
First created by the young Italian designer Aldo Cipullo for Cartier in New York in 1969, the LOVE bracelet became an instant item of desire, especially for their younger customers. In a time of “make love, not war,” the designer realized that a more modern symbol of love and relationships would be well-received. Sold only as a pair, those bracelets were among the first unisex pieces of jewelry. A staple to this day, the LOVE bracelet is recognizable no matter the variation: set with diamonds, in a ring version, as a pendant, or dotted with stones. And now, a new version joins the family, with the launch of the LOVE Unlimited.
The original campaign, which depicts a man’s hand holding a woman’s, both wearing the iconic bracelet, was an instant sensation. LOVE Unlimited carries on this legacy of simple yet radical connection. Made with a flexible bracelet that’s easy to take off and put on, the deceptively simple design required hundreds of prototypes. The result is 200 specially miniaturized components that eliminate the need for cuts and links, and guarantee comfort and suppleness when worn. Thanks to its clasp, to which you can attach another bracelet or more, the new LOVE lets you connect with each other in new ways. Available in white, rose, or yellow gold, there’s also a coordinating ring as well.
In celebration, Cartier created a campaign that’s set both in Paris and New York. In Place Vendôme, a couple walks as a panther, another symbol of the brand, watches over them. Meanwhile in NYC, instantly recognizable landmarks like the Empire State Building and the Brooklyn Bridge serve as backdrops, highlighting the universal power of love.
