FACE-OFF: Cartier has tapped Kaya Scodelario as the face of its new Clash de Cartier jewelry line, WWD has learned.
The star of films including “Pirates of the Caribbean: Dead Men Tell No Tales” and the “Maze Runner” series will appear in advertisements for the collection, which will go on sale exclusively at the recently renovated Cartier boutique on Place Vendôme in Paris from April 10 to 14, before a worldwide rollout.
The campaign focuses on duality, reflecting the jewelry’s design: both spiky and soft, based on house codes such as picots, beads and “clous carrés,” or rounded studs. Scodelario appears by turns classically elegant in a long black dress with cutouts, and tomboyish in a black jacket and shiny black pants.
Arnaud Carrez, international marketing and communications director at Cartier, said the brand hoped to build a long-term relationship with the actress, as it has done with other “friends” of the house, such as Sofia Coppola and Jake Gyllenhaal.
Kaya Scodelario in the Clash de Cartier campaign.
“She’s a young talented actress and she has a lot of assertiveness, a lot of interesting character, so we felt she resonates very much with the ‘Clash’ spirit,” he told WWD. “She’s half-Brazilian, half-British, and Cartier being