Whether you're a vintage connoisseur, you've probably seen jewelry advertisements from the past.
Some of them are quite surprising, and it's curious to find cats or even panthers featured in the visuals of different brands. Here's a look at this feline craze among the communications staff of major jewelry houses.
Boucheron (2011) / Boucheron (1985)
But first, why this craze for felines in the jewelry world?
As you might expect, the choice of this category of mammal is not insignificant.
In the past, animals, and especially exotic animals like panthers or leopards, were a sign of wealth.
During ancient Egypt, cats were considered deities. During the colonial era, many aristocratic families traveled to India or African countries to travel and entertain. Felines were then coveted for their fur or as pets. Cats were also domesticated animals reserved for a certain social class.
This is how cats and panthers were adopted by major French luxury houses: they evoked elegance through their smooth and graceful gait, aristocratic sobriety and wealth through their dark fur, or even a "hypnotic sensuality" in the feline's yellow gaze. The mysterious and majestic allure of the said animal also undoubtedly contributed to this overrepresentation in the media.
Chanel (1960) / Harry Winston (1948)
And today? What about feline advertisements in jewelry?
Even today, felines are used by brands as a central element of many advertising campaigns or even as brand totems, as is the case with Gemmyo and Cartier.
Gemmyo (2012) / Cartier (2013)
In any case, we are amazed...
