The event is a part of the Commonwealth Heads of Government Meeting in London, which is taking place from April 16-20.
Guests included Stella McCartney, Ellie Goulding, Stephen Jones, Jacquetta Wheeler and Arizona Muse.
The campaign was conceived by the photographer and director Norbert Schoerner.
The new name echoes that of luxury hotel groups, reflecting the company’s continued focus on curation and retail hospitality.
The show, titled “Worth It,” will be broadcast live from the beach of the Grand Hyatt Cannes Hôtel Martinez between May 8 and 14.