The new technologies allured another luxury brand. Recently the perfume and jewellery maker Boucheron launched its own iPhone application to keep up with other Houses. The retro design of the app’s “interiors” creates an atmosphere of a refined French boutique. The secret of the brand’s popularity lies in its ability to keep strike a fine balance between historic heritage and innovation, which was shown this time again.

The Van Cleef & Arpels luxury jewellery brand has stepped in the line of global companies with their own iPhone applications. Marking its centennial in 2006, the brand paid a tribute to its birthplace – a mythical and magical, enchanting city of Paris by creating a special collection “Une journée à Paris”, and also launched the application to commemorate the date and the launch of the collection.

Swarovski has designed a new collection of crystal jewellery to mark the upcoming release of Alice in Wonderland by Tim Burton on March 5. The set of unique pieces will include necklaces, pendants, bracelets, rings and earrings featuring the iconic characters like White Rabbit and the Cheshire Cat, and well-known items like hearts, diamonds, clubs and spades, as well as roses from the imaginative garden, clocks, keys, and tea pots.

The Spring/Summer 2010 campaign of the Bally luxury brand is paying tribute to the historical heritage of Switzerland, the country where it was founded in 1851. The photo shoot by Swiss photographer Raymond Meier was made under the supervision of the Laird + Partners creative agency. The images feature German actor, director and producer Til Schweiger alongside supermodel Christy Turlington.

The well-known brand Diesel has launched a new provocative campaign ‘Be stupid‘. The global jeans manufacturer is assuring that there is nothing dumb about being stupid.  It is sure that the brightest ideas appear in the heads of those who are not afraid to express themselves. At first, these ideas may seem stupid, but over decades they start to rule the world. So, be brave, be spontaneous, be yourself.