Chopard's Caroline Scheufele Debuts Couture Fashion Line
Her clothing line mirrors the sustainable ethos that defines Chopard's legacy in watches and jewellery.
Amid the surge in fashion houses capitalising on the thriving jewellery market, one jewellery house distinguishes itself by charting an unexplored course. In a notable development last year, Caroline Scheufele, co-president of Chopard, ventured into the fashion realm with the launch of Caroline’s Couture, her inaugural clothing line.
It debuted alongside her annual Red Carpet high jewellery collection at a fashion show during the 76th Cannes Film Festival. An exclusive selection from the 50-piece collection graced Singapore’s social scene at Chopard’s gala soiree at Pan Pacific Orchard in October.
Scheufele, presiding over the event, graciously shared insights into her debut fashion line during our in-depth conversation.
Caroline’s Couture represents a unique convergence of jewellery and clothing. How did this idea come about?
I love fashion. I’ve always been inspired by fashion as much as I am inspired by architecture, music, and gemstones. I was a guest once at a fashion show and remember thinking, “That necklace doesn’t look good with that dress. It doesn’t make a woman look good either.” The first thing I thought of was giving beautiful women their shapes back. I wanted the silhouettes to be clean…well-cut. That’s more complicated than to do something very busy. It’s like cooking: to do a great steak without anything is more complicated than if you were to cook it with a lot of sauce. Many formal dresses are overwhelming. Some aren’t even packable! I also think sleeker outfits complement jewellery better. Additionally, I thought I could make fashion sustainable. As with Chopard’s watch and jewellery business, Caroline’s Couture follows similar ethical principles. I wanted to bring light and sustainability to fashion.
Tell us more about the team behind Caroline’s Couture.
I have a team of three, including myself. Both have extensive backgrounds in haute couture and the fashion industry, which is helpful to me as a newcomer. It was a good year of education that got me there. I’ve learnt a lot.
What is the ordering process for outfits made to order?
About five or six dresses are considered more important. I need to ensure there is only one for each continent—for example, one for Europe and another for America. It would be embarrassing if two women showed up wearing the same dress at a Chopard event or an international gathering such as Cannes, which I believe occurs with other fashion houses. Other pieces can be duplicated and the colour can be changed. For instance, clients can order trousers in purple, mint green, or any other colour they like. A local tailor takes the measurements and sends them to me. They are then either made in Milan or Paris.
How do you see Caroline’s Couture further evolving?
I won’t follow the fashion calendars. Four times a year is crazy even for fashion designers. Many of them are my friends and I know they are under a lot of pressure. This schedule is also unsustainable. It’s too much even for the consumer. I’ll stick to once a year, probably during the Cannes Film Festival, or when we feel the market needs something new, as with the watch and jewellery businesses.
How does Caroline’s Couture align with Chopard’s commitment to responsible practices?
Chiffon, taffeta, duchess satin, silk cady, lace, and many other fabrics come from Jakob Schlaepfer in St. Gallen, Switzerland. Several also come from the Gentili Mosconi workshops in Como, with which we have worked with for some time. I have the utmost confidence in these suppliers’ ethical practices. In addition, I am happy to support Kalhath Institute in India, where everything is handmade and embroidered by 600 women who have escaped poverty.
How did this collaboration come about?
Maximilian, who I am I working with, told me about this institution and I asked, “How can I help?” So I began designing my dresses. Maximilian would take them to these ladies in India and I would wear the finished product in Cannes. People always asked me where they were from. It was also for this reason that this project was conceived.
Will Caroline’s Couture be limited to formal red-carpet outfits or will you venture into ready-to-wear?
Some of the blazers can already be paired with trainers and jeans during the day. Many people have asked when we’ll launch ready-to-wear. My answer is very soon, maybe in the next two years. When that happens, I’ll probably need to open a shop somewhere.
