When Anne-Marie Chagnon began thinking about the campaign for her Fall-Winter 2026 collection, she wanted more than a face for the jewelry. She chose actress Pascale Bussières, whose relationship with the designer goes well beyond that of creator and muse. The two share a respect for work, for instinct, and for approaches that refuse to conform.
In front of the camera, Bussières wears the pieces with ease and character, bringing out in her own way the volumes, materials and colours of a collection of nearly one hundred designs, each offered in several variations. There was no attempt to turn her into a character or to impose an attitude on her.
“With Pascale, I knew the campaign could tell far more than the jewelry itself,” says Chagnon. She explains that Bussières understands everything behind the work: the gesture, the trials, the team, the studio, and thirty years of creating freely. For Chagnon, the actress doesn’t treat the pieces as mere accessories but meets them with her presence, her understanding of the body and her artist’s eye. That dialogue between the actress, the creations and the world that produced them is what the campaign sets out to make visible.
Bussières, for her part, admires the designer’s independence. Chagnon, she says, never creates to follow a trend. She starts from what she feels and from what a material inspires in her, then follows that intuition through to its end. The result, according to the actress, is jewelry that feels both free and deliberate, and that amplifies the presence, style and way of being of whoever wears it.
Thirty years, still curious
Three decades into her career, Chagnon approaches each project with the curiosity of her early days. A colour, a shape spotted in a painting or an unexpected material can become the starting point for a new line of inquiry. She works by experimenting, shifting elements and following the paths that open up, without confining herself to a single discipline.
Sculpture remains at the center of her practice, but her universe extends naturally to painting, drawing, fragrance and object creation. These practices answer one another and feed an artistic language that is constantly evolving. Behind it all is a conviction that has guided the brand since its beginnings: “Being yourself is remarkable.” Her jewelry is made for people who choose strong, singular pieces that express something of their own way of being.
New: the Mile-End studio opens its doors
At Chagnon’s Montreal studio, creation and production happen under one roof. It is where she sculpts the original forms, where pewter is cast in the foundry, and where her team assembles components, polishes pieces and does the finishing work.
For 2026, the studio is opening to the public through a series of immersive experiences. The initiative builds on the encounter begun with Beyond the Eye, the exhibition marking the brand’s 30th anniversary at the Notre-Dame-de-Grâce House of Culture, and lets visitors discover Chagnon’s universe where it takes shape.
Experiences are offered in small groups:
- Behind the Scenes at the Studio ($49): a tour of the creative and production spaces, a meeting with the artisans, and a look at a piece’s journey from original sculpture to finished jewelry.
- Creative Morning ($165) and Creative Happy Hour ($185): hands-on sessions in which participants help create a personalized piece of jewelry.
The studio also houses a shop open to the public, where visitors can try on the collections in the place they were made. The jewelry is also available on annemariechagnon.com and through several hundred retailers in Quebec, elsewhere in Canada and internationally.
