Han So-hee in Vendôme

What It Offers

• Dating to 1879, the Question Mark necklace is among BOUCHERON’s most historically significant creations, designed to be worn without a clasp.
• Global Ambassador Han So-hee features in the campaign, filmed at BOUCHERON‘s address of 26 Place Vendôme in Paris.
• The film traces the necklace from its nineteenth-century origins through to its present-day form.
• The campaign is presented by the Boucheron channel and published in September 2026.

A Parisian Maison and Its Most Distinctive Address

BOUCHERON occupies number 26 on Place Vendôme, the Parisian square that has defined fine jewellery for well over a century. The maison was the first jewellery house to claim a boutique on that octagonal square, and the address itself carries the weight of that history through every campaign, every display case, and every piece that leaves its workshops. When a brand chooses to frame a campaign within those walls rather than on a studio set, the location is doing significant narrative work.

The choice of setting for the Han So-hee campaign is entirely in keeping with how BOUCHERON has positioned its storytelling in recent years: rooted in a specific place, a specific archive, and a specific piece. Rather than a generic luxury backdrop, the film anchors itself in a building that holds the brand’s full history, from its founding period in the nineteenth century through to the collections on display today. For audiences across the GCC, where Parisian provenance carries genuine prestige among high jewellery collectors, that sense of place adds a layer of context that a studio production cannot replicate.

The Question Mark Necklace: From 1879 to the Present Day

The Question Mark necklace traces its origins to 1879, making it one of the oldest continuously referenced designs in the BOUCHERON catalogue. Its name comes directly from its form: the necklace is constructed to rest on the décolleté without a traditional clasp, its flexible structure curving naturally into the shape that gives the piece its name. That structural decision, made in the late nineteenth century, anticipated a very modern concern for comfort and wearability without sacrificing the visual impact expected of high jewellery.

What makes the piece particularly compelling as a campaign subject is the span of time it bridges. From its inception in 1879 to its current iterations, the Question Mark necklace has been reinterpreted across different materials, gemstones, and proportions while retaining its defining characteristic: the absence of a fastening at the back of the neck. For collectors in the Gulf region who follow high jewellery closely, pieces with this kind of documented lineage carry a different weight than seasonal introductions. The archive is verifiable, the design logic is clear, and the craftsmanship tradition behind it extends across nearly a century and a half.

Han So-hee as Global Ambassador

Han So-hee brings a particular kind of cultural reach to the BOUCHERON campaign. As Global Ambassador, her presence connects the French maison to a significant audience across East Asia and beyond, including the substantial Korean cultural influence felt across the GCC’s younger luxury consumer base. The campaign film, set within 26 Place Vendôme, presents her not simply as a face for the brand but as someone moving through its archive, engaging with the history of the Question Mark necklace directly.

The framing of the film as “a journey back in time” positions Han So-hee as a guide through the maison’s history rather than a detached figure in a styled photograph. By the end of the narrative, according to the campaign description, the necklace “no longer holds any secrets for her.” That framing makes the piece itself the subject of the film, with the ambassador’s curiosity and familiarity with the archive giving the audience a point of entry into a design that is nearly 150 years old. For viewers who want to see the campaign film in full, it is available via the official BOUCHERON YouTube channel.

Why It Matters

For GCC collectors and high jewellery followers, the BOUCHERON Question Mark necklace campaign with Han So-hee offers a precise illustration of how a Parisian maison communicates its archive to a contemporary global audience. The combination of a historically documented design from 1879, a culturally resonant ambassador, and an address as storied as 26 Place Vendôme makes this one of the more considered jewellery campaigns of the season.

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