Elordi makes his debut as brand ambassador in a short directed by Sofia Coppola, spotlighting the line’s flexible bracelets and rings
Few jewellery creations have managed to crystallise an emotion quite like Cartier’s Love bracelet. More than half a century after its debut, the iconic oval bangle remains one of the most recognisable expressions of modern romance. Now, the maison introduces Love Unlimited, a new evolution of the design that explores a more fluid, flexible way of wearing – and sharing – this enduring symbol of love.
Designed by Aldo Cipullo for Cartier New York, the original Love bracelet made its debut in 1969. Photo: Handout
The story dates back to New York in 1969, a moment charged with cultural upheaval and creative freedom. Designed by Aldo Cipullo for Cartier New York, the Love bracelet broke every convention of the time. Its clean oval silhouette, visible screws and mechanical closure were radical in a world accustomed to ornate clasps and hidden fastenings. Locked onto the wrist with a screwdriver, the bracelet proposed a bold idea: love as a conscious commitment, sealed not with ceremony, but with intention. Unisex, graphic and unmistakable, it quickly became a cultural touchstone, embraced by couples who saw in it a new language of romance.
Advertisement
Jacob Elordi stars in Cartier’s Love Unlimited campaign. Photo: Handout
Over the decades, the Love bracelet has evolved without losing its essence. It has been rendered in white, yellow and rose gold, adorned with diamonds, miniaturised into rings and pendants, and layered in multiples – each iteration reinforcing its status as a design icon that adapts to the wearer.
Love Unlimited takes this philosophy further. Where the original bracelet was defined by its rigidity, the new creation introduces movement. Fully flexible and designed to sit against the skin like a second layer, Love Unlimited wraps around the wrist with a sensorial ease that feels distinctly contemporary. Its structure is composed of finely gadrooned links, each punctuated by Cartier’s signature screw motif – entirely hand-polished and rhythmically spaced to preserve balance and proportion across every size.
Cartier’s Love Unlimited collection debuted in September 2025. Photo: Handout
Behind its effortless elegance lies a feat of technical innovation. The bracelet is the result of more than a hundred prototypes developed by Cartier’s design studios and manufacture. Made up of around 200 miniaturised components, it eliminates traditional cuts and links, creating a seamless ribbon of gold that moves with the body. A patent-pending invisible clasp, operated by a discreet screw, integrates so perfectly that it disappears into the design.
True to its name, Love Unlimited introduces a new symbolic gesture. The bracelet can connect to another via its clasp, allowing two pieces – or many – to be linked together. It can be worn solo, paired with a loved one, exchanged, or split into two. Love, here, is not fixed or singular, but shared, multiplied and open-ended.
The collection also extends to a ring that echoes the bracelet’s defining elements on a smaller scale, distilling its architectural language into a refined tactile form.
