Van Cleef & Arpels has long drawn inspiration from the elegance and fluidity of dance, a connection it has brought to life through its Dance Reflections programme. As a result of this initiative, the maison not only pays homage to the art form that has long inspired its creations but also champions contemporary dance as a platform for artistic expression and cultural dialogue.
Leading the programme is Serge Laurent, Director of Dance and Culture Programs, who was here to oversee the country’s first Dance Reflections performance. The Singapore showcase, Corps Extrêmes, blurred the boundaries between art and athleticism.
Choreographed by Rachid Ouramdane, the performance combined contemporary dance with daring elements of extreme sports and aerial dance.
“Dance has always been an important source of inspiration for the maison,” says Laurent, referencing the Ballet Précieux collection released last year as an example. “This initiative was born out of a desire to give back to a discipline that has given so much to us.”
The maison’s connection to dance dates back to the 1960s, when Claude Arpels collaborated with legendary choreographer George Balanchine on Jewels, a ballet inspired by the maison’s gemstones. However, unlike classical ballet, which may seem an obvious fit for the brand’s heritage, Dance Reflections is boldly focused on contemporary dance—an evolving and often challenging art form.
“I wouldn’t say supporting classical ballet is irrelevant. However, if we want to support the arts and help the audience follow the evolution of our times, we must also support new forms of art. As a curator, I want to follow this evolution. Van Cleef & Arpels is very open to this because, while anchored in heritage, it is also forward-thinking,” he explains.
Since its launch in 2020, Dance Reflections has grown into a global programme supporting 20 new works annually and collaborating with 57 institutions across 16 countries.
Laurent views this initiative as facilitating creation, transmission, and education. With a background in curatorial roles at Centre Pompidou in Paris and Fondation Cartier, his approach combines respect for tradition with a commitment to innovation.
“What I love about contemporary art and dance is that, for example, we are expecting about 2,000 people tonight, and no two people will see the show the same way. Each person experiences the work through their own history. On your way home, I hope it stays with you, so you think about it. Art is also a way to reflect on oneself.
“Today’s world is so challenging and difficult. Rather than dividing people, the arts bring them together.”
