“Love Pearls” stars seven celebrities, including American fashion designer Marc Jacobs, who each offer congratulations for a milestone. Image credit: Mikimoto
Japanese jeweler Mikimoto is ringing in well over a century of business with a star-studded campaign.
In the latest slot, “Love Pearls,” a lineup of celebrities, including American fashion designer Marc Jacobs, offer congratulatory comments in honor of the company’s 130-year anniversary. Platforming stories of personal interactions with Mikimoto’s cultured pearls, seven famous friends uplift the brand’s standing as a purveyor of contemporary luxury.
Platforming pearls
Mikimoto’s new campaign documents a sit-down with well-known figures who have connections to the heritage brand’s cultured pearls.
Among those included in Love Pearls are Mr. Jacobs, Chinese actor Dilraba Dilmurat, Japanese singer Mari Natsuki, Chinese actor Song Weilong, Japanese model Ai Tominaga, Thai actor Jirayu Tangsrisuk and Japanese actor Taishi Nakagawa.
Mr. Jacobs praises the work of Mikimoto for its anniversary
In interview-style short films, each person speaks to their appreciation of the jewelry and the 130 years in which Mikimoto has been making it. Additionally, a dedicated landing site is now live.
Spanning countries and industries, the individuals not only offer shows of support for the luxury jeweler’s observance but diverse fanbases following along via social media and otherwise.
Mikimoto posted the one-on-one activations on Instagram and YouTube.
The comments on the part of the celebrities ranged in topic, from Ms. Dilmurat naming the M Collection as her favorite Mikimoto line to Mr. Jacobs expressing a love of the aesthetic value of the brand’s pearls.
“When I think of the most beautiful pearls in the world, I think of Mikimoto,” he says in his video.
“My favorite piece of jewelry is a single strand of pearls that I wear not only for good luck but to glamorize every one of my looks.”
In Ms. Dilmurat's spot, she shares with viewers her favorite collection
Ms. Natsuki’s interview is the longest.
The singer goes on to say in Japanese that she is a fan of the “romantic story” of pearls, finding the oyster-to-human pipeline beautiful. A sense of national pride surfaces as well.
“Moreover, they make me feel proud as a Japanese [person] and confident as a woman,” Ms. Natsuki says.
“Pearls are the gems that really make me feel happy to be Japanese.”
The celebrity is no stranger to luxury, working with other brands before. For example, in November 2022, she was featured in Spanish fashion label Loewe's spring/summer 2023 precollection (see story).
Every collaborator balanced nuggets of personal narrative with a reminder of why their thoughts were gathered in the first place, ending each message with a congratulatory note. Together, it seems that it is not only the 130-year anniversary that is in the spotlight but the apparently tight-knit relationships that Mikimoto shares with creative stars around the globe.
Finding footing in the future
In February 2023, Mikimoto rang in the anniversary year with a short film series.
Brand history was presented in the format, showcasing the professional journey of founder Kokichi Mikimoto as he worked to become the first jeweler to the culture pearls (see story). The six-part campaign, “Love Letter to the Sea,” brought together oceanic landscapes and heritage elements.
The visuals read deeply historic, featuring period pieces in the form of costuming and traditional architecture.
This latest celebration of its milestone year is alternatively future-facing, inclusive of young celebrities, designers of modern trends and a focus on contemporary customers rather than the roots that brought forth their products.
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Many other century-old luxury brands are embracing modern marketing methods and looking forward, weaving together past and present.
Among them is French fashion house Louis Vuitton, which is in the midst of unveiling a new Virtual Reality experience to the public at VivaTech in Paris (see story).
Using highly advanced technology, the maison takes consumers on a journey back in time, allowing them to interact with recreations of its founders and the company's mascot, Vivienne. Appealing to younger crowds and senior customers alike, the marriage between the capabilities and trends of today with a sense of identity as a brand works to send a unified message to the public: just because a luxury label has been around for a while does not mean that it cannot step into new territory.