This season, David Yurman evolves its iconic advertising with a new campaign that also includes a series of six short movies by celebrated photographer Bruce Weber. Featuring models Natalia Vodianova, Jean Campbell, Dilone and other notables, David Yurman once again creates a disruptive campaign that will have broad appeal, touching those who are drawn to the spirit of the imagery.
Since the beginning, David Yurman revolutionized the jewelry and design worlds with advertising campaigns that were a divergence from the typical still life jewelry ads at the time, bringing lifestyle and energy into the photos. This new campaign evolves the brand story and connects it to a youthful spirit and legacy. The photos capture the essence of David Yurman as the quintessential American luxury brand that expresses jewelry in a relaxed and comfortable setting. Creative direction was led by Shahid & Company.
The lifestyle campaign highlights the unconventional artistry for which the brand is known, both through image and product alike. The women in the campaign including Vodianova capture the epitome of a David Yurman woman who is self-confident, empowered and down to earth. The campaign was shot in Southampton, New York, and styled by Carlyne Cerf de Dudzeele. The images speak to the intent of the brand since the beginning that jewelry is worn to express each individual person’s style and that the jewelry has always been designed to be layered.
“Sometimes in fashion you do a sitting and it’s like a Mixed Martial Arts event,” said Weber about the campaign. “But working for David and Sybil Yurman was an exploration into knowing how beautiful jewelry dictates who a person is. I like their openness and their trust, which is rare.”
The brand’s new collections are featured throughout, with an emphasis on the yellow gold Pure Form, Stax and Supernova collections for women. The Cable Collectibles, Belmont Curve Link and Solari collections round out the narrative, in addition to iconic David Yurman pieces. For men, the Maritime, Forged Carbon and Chevron collections take center stage, punctuated throughout with David Yurman Revolution timepieces.
“Bruce Weber has done an incredible job interpreting the spirit of the brand and evolving the expression to encompass more joy, movement and optimism,” said Gabriella Forte, Chief Executive Officer, David Yurman. “When we look at our customers all over the world, we find a sense of passion and youthfulness that has almost nothing to do with age and everything to do with their outlook. The short films Bruce shot are a nod to vintage home movies that capture the essence of the family portrait, which is so important to the brand.“
David Yurman is the premier American luxury jewelry brand with a mission to share in life’s exceptional moments. Founded by two artists, David and Sybil Yurman, in New York in 1980, artistic inspiration, craftsmanship and unconventional yet elegant designs are at the core of the brand. The marriage of David’s background in sculpture with Sybil’s natural understanding of color and art yields signature jewelry designs; diamond, pearl, and gemstone jewelry and Swiss-crafted timepieces that are renowned for capturing the essence of relaxed American luxury.
“As artists, David and I were excited to work on a new expression of our brand,” said Sybil Yurman, Co-Founder David Yurman. “This campaign gives our story continuity and keeps it fresh by bringing in color, personality and light. We always try to create imagery that captures the beauty in everyday moments of life, and this campaign shares those exceptional moments.“
The campaign debuts globally in key fashion and lifestyle publications this month, including Vanity Fair’s November issue. In addition, the home movies shot by Weber will appear in cinemas nationally. There will also be a robust digital plan that accompanies the campaign.
David Yurman Collections are available at 46 retail and concession locations throughout the United States, Canada, France, the Middle East and at over 350 locations worldwide, through their exclusive authorized fine jewelry and timepiece network of retailers.