Jewellery brand promotes album release

Italian dance music duo Paola & Chiara have entered into an endorsement partnership with the Jewellery brand Nomination, which sees the luxury retailer styling the girls for their latest album release.

The partnership sees the new album ‘Milleluci’ retailing across various Nomination stores worldwide as part of a major marketing collaboration.  As part of the endorsement deal the two sisters have been photographed wearing jewellery selections from Nomination’s Extension, Cross, Positano, Melrose and Royal collections in accompanying artwork for their album.

“Milleluci represents personal change, sound evolution and artistic growth for Paola & Chiara,” said Nomination marketing director Alessandro Gensini. “We wanted to reflect this maturity with a new look for the girls and focused on styling them with our prestige and ready-to-wear collections. We are delighted to be working with Paola & Chiara as we feel that they personify the ‘Nomination woman’ and are ideal role models for our collection”.

Various clips from Paola & Chiara’s music video, plus behind-the-scenes footage from the video shoot, will be featured across the brand’s stores globally. In addition customers will be able to listen to tracks from the album as they shop, as the music forms the in-store soundtrack for the retailer.

An additional competition element, comprised of an in-album voucher, will enable those purchasing the music to win one of the Nomination bracelets as worn by the artists.

You can see a number of lingering Jewellery shots during an acoustic performance from the sister act in the video below on MTV in Italy.

It’s not the first time a jewellery brand has tapped into the endorsement power of music artists. Back in 2008 Cartier joined forces with MySpace France to promote its ‘Love’ range with help from 12 international artists, including Lou Reed, Sol Seppy, Little Dragon, and Grand National, in a multi-territory deal spanning eight separate languages. Other artists such as Janet Jackson, Fergie and Hilary Duff also stepped up as ambassadors for Cartier’s Love Charity bracelet.

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