Springtime is Upon Us and So Is the New Birks Pétale Collection
We joined Caroline Issa, Amanda Brugel and Caitlin Cronenberg on the set of the new Birks Pétale campaign
On an unseasonably warm day in February, a team of creatives gather in a nondescript warehouse on Brock Street in Toronto’s Parkdale neighbourhood. The mood inside is sleepy and serene in a way that suggests the caffeine hasn’t quite yet hit – I overhear someone mention they’ve been awake since 5 a.m.
We’re gathered in this somewhat understated space to shoot Birks’ spring campaign for Pétale, a new collection comprised of delicate organic shapes that resemble a leaf, a raindrop – or perhaps a petal. The chosen theme of the shoot is #thegreatcanadianexport and its intent is to celebrate the accomplishments of homegrown talent who’ve achieved international success.
Photographer Caitlin Cronenberg is shooting the campaign, street style wunderkind Caroline Issa is splitting her time on set between creative direction and modeling, and Handmaid’s Tale actress Amanda Brugel is posing behind the camera. “Amanda, Caroline and Caitlin represent the values, beauty and strength of Canadian women very well, each being accomplished in their own field,” said Eva Hartling, CMO of Birks Group Inc. & VP of Birks Brand.
“Birks is such an iconic brand and to me growing up in Montreal, it was the brand that we all aspired to wear and own,” says Issa. “It’s been a hidden secret for Canadians, but now it’s exposed to the world.” Last fall, Birks crossed the pond and is now being sold at Mappin & Webb and Goldsmiths stores in London.
It’s clear that the powerhouse roster of women on set are excited to be working with Birks and they’re equally excited to work with each other. “There’s such a strong sense of community,” Brugel says of the atmosphere on set. “We compliment each other and we take care of one another. Caitlin and I have worked together for a long time and I just met Caroline today, but I feel like I can ask her to come over to my house.”
The delicacy of the jewelry plays off the strength of the women involved with the campaign. As the day goes on and outfit changes happen, it becomes increasingly evident #thegreatcanadianexport is not just a nebulous theme; it’s embodied by every woman on set. “It’s really important to celebrate and to start becoming household names in our own country,” says Brugel. With the Pétale campaign, Birks is helping do just that.
![](http://www.facebook.com/sharer.php?u=https://fashionmagazine.com/style/birks-petale-collection/&title=Springtime is Upon Us and So Is the New Birks Pétale Collection&picture=https://fashionmagazine.com/wp-content/uploads/2018/04/Birks-800x426.jpg&description=On an unseasonably warm day in February, a team of creatives gather in a nondescript warehouse on Brock Street in Toronto’s Parkdale neighbourhood. The mood inside is sleepy and serene in a way that suggests the caffeine hasn’t quite yet hit – I overhear someone mention they’ve been awake since 5 a.m.
We’re gathered in this somewhat understated space to shoot Birks’ spring campaign for Pétale, a new collection comprised of delicate organic shapes that resemble a leaf, a raindrop – or perhaps a petal. The chosen theme of the shoot is #thegreatcanadianexport and its intent is to celebrate the accomplishments of homegrown talent who’ve achieved international success.
Photographer Caitlin Cronenberg is shooting the campaign, street style wunderkind Caroline Issa is splitting her time on set between creative direction and modeling, and Handmaid’s Tale actress Amanda Brugel is posing behind the camera. “Amanda, Caroline and Caitlin represent the values, beauty and strength of Canadian women very well, each being accomplished in their own field,” said Eva Hartling, CMO of Birks Group Inc. & VP of Birks Brand.
“Birks is such an iconic brand and to me growing up in Montreal, it was the brand that we all aspired to wear and own,” says Issa. “It's been a hidden secret for Canadians, but now it's exposed to the world." Last fall, Birks crossed the pond and is now being sold at Mappin & Webb and Goldsmiths stores in London.
It’s clear that the powerhouse roster of women on set are excited to be working with Birks and they’re equally excited to work with each other. “There’s such a strong sense of community,” Brugel says of the atmosphere on set. “We compliment each other and we take care of one another. Caitlin and I have worked together for a long time and I just met Caroline today, but I feel like I can ask her to come over to my house.”
The delicacy of the jewelry plays off the strength of the women involved with the campaign. As the day goes on and outfit changes happen, it becomes increasingly evident #thegreatcanadianexport is not just a nebulous theme; it’s embodied by every woman on set. “It’s really important to celebrate and to start becoming household names in our own country,” says Brugel. With the Pétale campaign, Birks is helping do just that.
.embed-container { position: relative; padding-bottom: 56.25%; height: 0; overflow: hidden; max-width: 100%; } .embed-container iframe, .embed-container object, .embed-container embed { position: absolute; top: 0; left: 0; width: 100%; height: 100%; }
){kind=link}