Caroline Scheufele’s plan to make Chopard’s couture sparkle

blog image

Caroline Scheufele’s plan to make Chopard: As we step into the exclusive world of Chopard at its headquarters in Meyrin, Switzerland, we are greeted by Caroline Scheufele, the brand’s co-president and artistic director, radiating with enthusiasm. The timing couldn’t be more perfect, as we are here to witness the unveiling of Chopard’s couture line, Caroline’s Couture, at the Cannes Film Festival. ‘While other fashion houses create watch and jewellery lines,’ she says, her unique style evident in her smile, ‘I prefer to reverse the process.’ Her forward-thinking ideas have given birth to Chopard’s couture line, Caroline’s Couture, which made its grand debut on the prestigious Croisette in 2023 and is set to dazzle once again at the Hôtel Cap-Eden-Roc in Cap d’Antibes on May 21.


Caroline’s Couture, after a resounding debut, returns with an expanded collection that now includes accessories and select menswear styles. This new offering is a testament to Chopard’s commitment to innovation and diversity, a vision that aligns perfectly with Scheufele’s ability to blend refinement with creativity, making Caroline’s Couture a unique and compelling choice for fashion enthusiasts.

Caroline’s Couture reflects the house’s savoir-faire in jewellery – @Gaetan Ghionda – Chopard



Chopard has been a cherished sponsor of the Cannes Film Festival for more than 27 years, reimagining and presenting the prestigious Palme d’Or every year. Scheufele takes use of the festival’s international attention to present Chopard’s Red Carpet high jewellery range in enthralling fashion displays, highlighting the magnificent designs of the brand.


Scheufele’s strategic partnerships with renowned design houses like Elie Saab, Dolce & Gabbana, and Zuhair Murad are a testament to Chopard’s innovative spirit. These collaborations result in couture items that perfectly complement Chopard’s lavish jewelry, ensuring it remains the showstopper. This inventive approach, aimed at highlighting the brilliance of the jewelry, is a reflection of Scheufele’s creative attitude.


The meticulous attention to detail in each outfit is a testament to the craftsmanship of Chopard’s jewelry artisans, who effortlessly transition into couture. Chopard’s expertise is seamlessly integrated into Caroline’s Couture through its partnerships with renowned suppliers and couture experts worldwide, such as needlework workshops in India and ancient embroiderers in Switzerland. This dedication to quality is what sets Chopard apart in the fashion and luxury industry.


By teaming up with illustrious partners like milliner Philip Treacy and Parisian fashion brand Cifonelli, Chopard broadens its horizons with the second Caroline’s Couture collection. These partners bring their unique expertise and design sensibilities to the collection, adding a new dimension to Chopard’s couture offerings. This expansion not only demonstrates Chopard’s adaptability but also highlights the brand’s dedication to delivering exceptional fashion and design in all its forms.

Caroline Scheufele and her Director of Design Fridtjov Linde – @Gaetan Ghionda – Chopard

The creative value of Chopard’s Caroline’s Couture is secondary to the fact that it introduces the house to new markets and helps them interact with customers who are looking for truly unique experiences. Chopard is clearly committed to the future of its couture section, since the success of the collection has led the company to invest in its structure.


With plans for pop-up shops and strategic alliances with esteemed department stores across the globe, Caroline’s Couture is set for even more expansion in the near future. A heritage of invention and elegance is being cemented for future generations as Chopard keeps redefining luxury with its couture masterpieces.


Ethan Sullivan

Ethan's penchant for the pulse of the fashion world extends to covering lifestyle topics, offering readers a seamless blend of the latest style updates and lifestyle trends.

Read more