There are many entrepreneurial activities that support the That’s Love Capri. What moves her is not only the awareness of promoting quality events and entertainment on the island, but also that she is committed to an important charitable cause. We had the pleasure of interviewing Maria Elena Aprea, creative director at Chantecler, to find out more about their commitment to the review and the reasons why they support our cause.
1 – The history of Chantecler is linked to the period at the end of the Second World War, when the island of Capri lived its period of greatest splendor, destination of the international jet set and source of inspiration for artists, writers and poets from all over the world. Can you tell us the story of the Chantecler brand?
Chantecler opened his historic boutique in Capri in 1947, even though he had already been a protagonist of the island’s history 3 years before, with the donation of the Peace Bell to American President Roosevelt. In 1944, Pietro Capuano, founder of Chantecler, had the idea to commission a bronze bell for the Americans, as a sign of gratitude and friendship. The bell bears several symbols that affirm the myth caprese. On one side Saint Michael who pierces a snake, symbol of the victory of good over evil. On the other two angels pouring a cornucopia, as a sign of abundance and prosperity. The bell was then handed over to Colonel Woodward in a solemn ceremony in the presence of the authorities and the entire island community, Remaining in the imagination of the American military stationed on Capri and symbolically beginning the season of Dolce Vita on the island, feeding the myth overseas. In fact, it became a custom among the Americans on Capri to bring a small reproduction of the Bell.
This event starts the events of Chantecler, which takes its founder’s nickname. The boutique of Capri becomes a reference point for the jet set that arrives in Capri and the divas fall in love with the unique sets created by Salvatore Aprea, business partner of Capuano. Over the decades, personalities such as Jackie Kennedy Onassis, Audrey Hepburn, Ingrid Bergman and Mona Von Bismarck have visited the Chantecler boutique. While Salvatore takes care of administration and creation, Pietro becomes the protagonist istrionico of the island’s Dolce Vita, with his memorable parties and his gaudente personality and sometimes extravagant. Not long after, the 1944 Peace Bell inspires the most recognizable symbol of the Maison: La Campanella. In the 90s, Salvatore’s children succeed their father and understand the significance of this iconic jewel, which begins to spread first throughout Italy and then in the world, becoming an ambassador of Capri at international level. Today Chantecler is present, in addition to Capri, also in Milan and Tokyo with single-brand boutiques, while it is distributed worldwide in more than 130 selected dealers.
2 – The Chantecler world is characterized by a timeless style, attentive to originality and detail. Is there a jewel or collection that you consider particularly significant for your brand?
Chantecler’s story is the story of Campanella. From 1944 to the present, it has been the protagonist of all our affairs, going through numerous stylistic, chromatic and design experiments, but always remaining faithful to its own identity and origins. Coral, turquoise, crystal, pavé of diamonds, sapphires, rubies. Gold, silver, titanium. Floral inspirations, marine, capresi. A jewel that draws from the myth, which collects wishes. An exercise in design and glamour, a talisman and an object of desire.
3 – What led the brand Chantecler to participate as official sponsor of That’s Amore Capri?
My family and I believe that businesses not only have an economic role, but also a social responsibility towards the community. This is one of the precious teachings of our father Salvatore, who already many years ago prodigava for Capri promoting initiatives to help and involve everyone, no one excluded. Chantecler is not the story of one family, but of many. The people who collaborate with us in many cases do so for many years, and between all of us a strong affinity has been created, first of all valuable. Initiatives like That’s Amore Capri remind us of the importance of ensuring everyone has the same opportunities. They remind us of what it means to be from Capri, a place that over the millennia has welcomed artists, poets, writers but also exiles and refugees, reserving for all the same family warmth. The same we want to reserve for the boys of Soleterre. Also important is the calendar that promotes the event, made up of big names in music, cuisine and culture, who every year thanks to That’s Love Capri arrive on the island. All this has pushed us further to believe in this partnership this year.
