Messika’s New Collection:
The recently released Lucky Move collection is a playful reimagining of Messika’s best selling Move collection. Their campaign, which featured three different stars, perfectly represents one of the fundamental values of the brand – these diamonds are made to suit any and all styles, a reflection of just how multifaceted women are.
By Luisa Tarantino
Born in 2005, Messika is a French luxury house headed by Valérie Messika, the daughter of diamond merchant André Messika and businesswoman and designer extraordinaire. Drawing on her childhood, in which she was always exposed to diamonds, Messika creates contemporary and elegantly modern fine diamond jewellery that speaks to the modern woman. Messika jewellery is created in France at their atelier by 15-20 extremely skilled artisans, with one of their goals being to make the materials that they use very light, and thus contemporary, as well as beautifully crafted and luxurious.
If you don’t know about Messika, you will once you do a quick Google Search. A slew of celebrities are fans of Messika, wearing their beautiful pieces not only on red carpets but also as a fashion choice off-camera. Arguably their most famous fan – the Queen Bee herself, Beyonce, has worn Messika on red carpets, in her music videos, and all over her Instagram. And the list goes on – Cardi B, Bella Hadid, Charlize Theron, Emily Ratajkowski, and so many more have worn Messika’s pieces.
In preparation for our upcoming interview with Valerie Messika in our Winter print issue, DTK got a glimpse of the Lucky Move collection, which launched only a couple of months ago.
In designing the Lucky Move collection, one of the inspirations was to reinterpret the iconic Move collection, drawing on the characteristics of talismans and medallions. Just as for the Move collection, in which many pieces contain moving diamonds that move from left to right or from top to bottom, several pieces in the Lucky Move collection also feature moving pieces. For example, the collections’ medallion necklaces can be spun around, having complete 360 movement, with the possibility to engrave the back of the medallion.
As a reinterpretation of the Move collection, the Lucky Move collection instead acts as a lucky charm, being very playful in its ability to move or be engraved. Marie Grasser, Director of Communications at Messika, notes that, “The movement of the medallion is reminiscent of a heads or tails, and the ability to always accumulate different colours and different sizes in medallions is [a fun aspect for wearers] – the pieces are really different and multi-faceted, just like today’s women, who want to work hard yet enjoy life at the same time.”
As to how the Lucky Move collection fits into the Messika repertoire, or how it both stands out and complements past collection, Marie Grasser remarks that as the Move collection is a best-seller, Valerie tries to think of new designs that belong to the same spirit as the move collection every year. New pieces are made to complement what already exists, but are not exactly the same. Thus, the collections can be mixed and matched, not only with the Move collection, but other Messika collections, making for a myriad of exciting combinations. “In buying from the Lucky Move collection, consumers are not going to think that they’re buying yet another Move piece, but a new Move piece,” says Marie Grasser. Indeed, in buying a Lucky Move piece, you’ll be buying something that can stand beautifully on its own.
“THE IDEA WAS TO CREATE A SORT OF GIRL GANG OF GIRLS WHO ARE ALL DIFFERENT WITH THEIR OWN PERSONAL STYLES.”
This collection launched at the same time as their stunning campaign featuring iconic models Kate Moss and Joan Smalls, and Dutch actress Sylvia Hoeks, three women who, not only visually but in their careers, are completely different. For Messika, shooting with three different women was a choice. “The idea was to create a sort of girl gang,” says Grasser, “who are all different with their own personal styles.” The idea is that each woman is wearing the same collection, but wears the pieces differently, interpreting the collection in their own way, with their own unique and particular looks and attitudes. As a brand, Messika emphasizes that it stands for women’s differences and embraces the many different women and celebrities that wear their brand. Both regular women and the brand’s many celebrity fans are valuable, and both represent the brand’s design values and principles.
As I took a look through Messika’s press book, taken away by the pieces’ shining brilliance, their novelty, and their playfulness, I come across the phrase “Jewellery for brilliant women.” There is nothing that represents the brand, their collections, and their most recent campaign more than that phrase. Beautifully contemporary and modern, the collection and the campaign go hand in hand, representing an era where fashion, and in this case jewellery, embraces the diversity of women.