Vogue’s Fashion Night Out: Boucheron

Every girl wants to go to Paris. Thursday 6^th September 2012 transformed London’s famous New and Old Bond Street into a typical Parisian shopping street. Filled with hustle and bustle, champagne and popcorn, a swinging band and ice cream, it was a real night to remember. 

From Burberry to Michael Korrs, and from Georg Jensen to Boucheron, it was one big street party. Boucheron certainly had quite the festivities to make it feel like Paris, with a truly real French man playing his accordion and singing away merrily some tunes only Parisians would know. But the big moment to capture, why many crowded around this well-established French brand, was the fact that they were offering caricatures.

There were three artists sitting down carefully sketching away Vogue covers – for one night only, you could be a Vogue Cover Star and be adorned with Boucheron jewellery. You had an option of four jewels to choose from: Chocolate Quatre Earrings, Trouble Pendant, Serpent Necklace or the Cinna Pampilles Drop Earrings.

If you were to then Tweet or Facebook your cover page, you would automatically be drawn into the competition to win, breathe… an actual ring by Boucheron! Now, how can anyone say no to that? 

A very innovative idea from Boucheron. A real buzzing atmosphere that an hour after introducing the caricature artists, they had to start turning people away as the queues were getting larger and longer. 

Ok, so we are all guilty. We all like things for free: goodie bags, free drinks and food. This always causes a stir. However, the moment you give away something interactive, that’s when you are ahead of the game. Good thinking Boucheron! Wonder what next year will bring. 

Pooja Sahny