When Bernina makes her cinema

A fine example of brand content where the product is not only shown. Therefore, but plays a key role in history. Similarly, On September 11, 2025, the film ” SEW Torn – threads of crime »Will come out in Swiss rooms. Moreover, Behind this thriller tinged with black humor. Moreover, an unexpected actor stands out: sewing machines Berninaa true flagship of the Swiss industry, which are available a place of choice in the plot.

Unlike traditional brand investments. Consequently, Bernina does not only appear on the screen: her machines fully participate in the construction of history. For example, The heroine. Barbara, an imprudent seamstress embodied by the Irish actress Eve Connolly (Vikings), finds herself trapped after having stolen a case resulting from drug trafficking. In his workshop, machines and embroidery come to life, integrating textile crafts at the heart of the story. “Our when bernina makes her cinema machines are not only accessories. Textile crafts is an integral part of the plot. used with authenticity and concern for detail, ”underlines Matthias Fluri, brand spokesperson.

Swiss know-how highlighted
Beyond the simple presence on the screen, the brand has mobilized its expertise. The “speaking portraits” – embroidered works with an audio function. created by Franziska Ovono (Bernina) – embody the fusion between innovation and crafts. Some of these pieces require up to 400,000 embroidery points, a technical feat that illustrates Swiss precision and creativity.

Directed by Freddy Macdonald. whose short version of Sew Torn had attracted the attention of Cult Director Joel Coen, the film is a co -production between the Lucerne company Orisono and Sew Torn LLC in Los Angeles. The shooting, entirely carried out in Switzerland, mobilized a mainly local team, strengthening Bernina’s anchoring in this international adventure.

After a world premiere at SXSW (Austin. 2024) and a projection when bernina makes her cinema in Locarno on Piazza Grande, the film now benefits from a national release, with previews scheduled for September 7 in Zurich and Lucerne, then a distribution from September 11 in many rooms.

When the brand becomes cultural actress
With this cinematographic presence. Bernina goes beyond her status as a simple manufacturer and affirms her role as an ambassador for Swiss know-how. Sew Torn thus illustrates how a brand can invest the territory of culture. storytelling to strengthen its identity and reach an extended audience.