Christofle taps new generation of connoisseurs for ‘I Love Paris’

October 1, 2024

American-born entrepreneur Alexander Rash is one of three ambassadors featured in the brand's latest campaign. Image credit: Christofle

By Amirah Keaton

French silversmith Christofle is placing its identity in the hands of young up-and-comers.

The brand has cast fashion archivist Sophia Elizabeth, restaurateur Alexander Rash and Mélanie Masarin, CEO of a spirits-free aperitif company, as ambassadors in its latest campaign, I Love Paris. The trio joins Christofle from the “city it calls home” to demonstrate how its collections fit into their interior spaces, connecting the luxury tableware to a new generation of clients by proxy.

"Kudos to Cristofle for trying to engage millennials with its 'I Love Paris' campaign, but it may be trying a bit too hard," said Pam Danziger, president of Unity Marketing, Stevens, PA.

"I expect Cristofle to learn much from this initial millennial-focused campaign and look forward to seeing the next after they digest those learnings."

Ms. Danziger is not affiliated with Christofle, but agreed to comment as an industry expert.

Christofle takes to the City of Light
Three millennial multihyphenates lent their collective likeness to Christofle for the promotional exercise, which nods to the maison’s roots.

Shot in the City of Light, the campaign features the work of photographer James Nelson and art director Olivier Leone, both based in Paris.

View this post on Instagram

A post shared by Christofle (@christofle)

Lo-fi frames highlight the brand's homewares, showcasing how the house’s fine silver pieces complement the contemporary lifestyles of Ms. Masarin – splitting her time between Los Angeles and Paris, the Brown University graduate and ex-Glossier and Dig Inn marketing staffer created Ghia, an alcohol-free beverage, in 2020 – as well as Mr. Rash, owner of Serpent à Plume, a popular cocktail bar stationed in the 3rd arrondissement, and Ms. Elizabeth, a writer, vintage shop operator and fashion week regular.

Each ambassador has additionally selected their favorites from Christofle's collections, listing the products digitally via curated site pages that are now live and meet younger audiences where they opt to shop.

Ghia founder Mélanie Masarin collaborates with Christofle from her Paris apartment

Besides the stills and ecommerce elements, video content supports the eclectic effort. Some worry, however, that the audience Christofle is after may not be well-versed enough to appreciate these touches.

"In the 'At Melanie’s' video, it calls 'tableware' one of the things she loves, but that term is not part of most millennials' vocabulary," Unity Marketing's Ms. Danziger said.

Modern times
I Love Paris suggests that while the city remains at its core, these days, the 194-year-old brand is embracing a decidedly contemporary spirit.

Whether thematically, joining a wave of tennis-themed luxury launches with a French Open-affiliated marketing release in May (see story), or retail-wise, by planting pop-up activation it planted in West Hollywood this past spring (see story), several recent Christofle launches are trend-curious, leaning into the experiential.

View this post on Instagram

A post shared by Christofle (@christofle)

These strategic choices, conjunct with its current campaign casting decisions, hint at which clients the legacy brand seeks to recruit right now.

"I loved the nostalgic touch of Melanie getting out her grandmother’s “precious coaster” to set her guests’ table, but the Christofle tableware featured is priced way over HENRY, or high-earners-not-rich-yet, millennials’ budgets; rather, it is in the range of their GenX HERN, or high-earners-rich-now, siblings," Ms. Danziger said.

Share your thoughts. Click here

Christofle taps new generation of connoisseurs for ‘I Love Paris’

Royal Copenhagen dives into archives during anniversary year

Follow @LuxuryDaily for the latest in luxury news

Luxury Unfiltered: How luxury’s resale revolution is redefining the market

Porsche powers solar project in rural India for Diwali

Tom Ford Beauty launches new fragrance

Cartier reveals 2024 Watchmaking Talents of Tomorrow winners

Lanvin Group expands board, names new executive leaders

Luxury market growth slowed ‘considerably’ in 2024: McKinsey

Gucci studies connection in spring/summer 2025 campaign

Cunard debuts new ship, wellness programming