Cartier, the iconic luxury brand, premiered "Painted Love" today on Facebook.
This is a first for Cartier, connecting with their consumers in social media. "Painted Love" is an exclusive short film collaboration with New York based director Waverly, and French band Air.
Waverly is known for LCD Soundsystem, The Rapture, Deathcab for Cutie, and TV on the Radio.
Rolling Stone calls the collaboration "romantic, surreal, and stylish." StyleCaster.com commends Cartier's tech-forward strategy saying, "if this isn't a sign of the times, I don't know what is."
"Painted Love" revisits the myth of Pygmalion and Galatea - the impossible encounter between an artist and his muse. The film takes place in a downtown Manhattan loft and depicts the story of a young painter and his quest for his love and his obsession to attain her.
"Cartier has strong French culture. It is something we feel very close to. What brought me to compose the slightly extreme music is this connection that Cartier has built with creators, contemporary art and the Foundation. There is a long and genuine history between Cartier and artistic creation, and I thought it was a very good opportunity for us to experiment with different sounding music than what we could have done for another band.*" says Jean-Benoît Dunkel of "Air."
Since 2007, Cartier has invited international artists to freely express themselves to answer the question "How far would you go for Love?". "Painted Love" by Air follows the footsteps of Cartier's tradition of artistic collaborations. Most recently, they teamed up with Olivier Dahan (who directed 12 short LOVE films in 2007), with "l'oeuvre XXX" in 2008- the exclusive concept album that achieved cult statusincluding such artists as Marion Cotillard, Lou Reed, Phoenix and Ryuchi Sakamoto, and then with Camille Henrot (Marcel Durchamp Prize) who showed her work at the Fondation Cartier in 2010.
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