In his first campaign as Chief Creative Officer, Evan Yurman commissioned longtime David Yurman collaborators Peter Lindbergh, Alex White, and campaign art director David Lipman for a campaign that captures the beauty in everyday moments of life.
Shot at the iconic GoldenEye Resort in Oracabessa, Jamaica, the campaign stars returning David Yurman model Amber Valletta, as well as Anna Ewers, Joan Smalls, and newcomers to the brand Ashley Graham, Meghan Roche, Florence Clapcott, and Cobi. The diverse group of seasoned and new models was chosen to reflect who the David Yurman client is at different stages in their lives in those everyday moments.
In his first-ever brand campaign, Evan Yurman pays homage to the iconic campaigns that the brand has produced in the past while establishing his vision for the future. Its theme of “Celebration” comes from the launch of the first David Yurman lifestyle campaign in 2001, shot by Lindbergh and featuring Amber Valletta and Patti Hansen. Choosing to combine veteran collaborators and fresh contributors is a reflection of the brand’s philosophy. The David Yurman brand is both timeless and contemporary, ever-evolving and dedicated to the power of creativity.
“My vision for this campaign drew from the original intent of the first campaign when we were celebrating life’s exceptional moments,” says the younger Yurman. “This campaign is a continuation, as it captures the beauty in everyday moments of life. It’s about capturing the ease and beauty, and the dynamism of the six women and the male artist who we chose to represent the brand.”
The images evoke timeless artistry fused with American innovation and feature pieces from existing collections Continuance, Pavéflex, Solari, DY Bel Aire and Barrels, and the new Tides collection. The Tides collection’s designs are contemporary sculptural forms that express the rhythms of ocean tides and the continuous motion of waves.
“This campaign was born out of passion for life, which the Yurmans have always had. The Yurmans, first David and Sybil and now Evan, have always been about a celebration. It’s amazing to work with Evan on this now because it’s so clear that he shares the same passion for life and art that his parents have,” says Lipman. “It’s great to be back with this team that has worked together so well in the past and to sees the direction that Evan is taking the brand. The core values of the campaign remain the same, but you can truly feel Evan’s passion and his take throughout this new campaign.“
The GoldenEye Resort represents a certain relaxed luxury that is captured in David Yurman jewelry and an expression of ease that couldn’t come as naturally elsewhere. The beautiful, natural setting of Jamaica with the I put a spell on you by Mykal Rose with Sly and Robbie. ‘Red, Gold, Green & Blue’: Trojan Records Jamaica © soundtrack created a perfect backdrop to celebrate the creativity of the new collections and capture the moments of life with authenticity and bliss.
“David and l have always worked towards having the imagery evoke joy, lightness, and life. It’s a spirit of playfulness yet sophistication, and to signal empowerment and confidence,” says Sybil Yurman, Co-Founder and Chief Brand Officer, David Yurman. “Evan understood the importance of getting the right people on set, with the right jewelry, in the right location. The models brought the jewelry to life for the first time, and this campaign will go on to inspire us all in the creative process.”
- Chief Creative Officer: Evan Yurman
- Photography: Peter Lindbergh
- Models: Amber Valletta, Ashley Graham, Joan Smalls, Anna Ewers, Meghan Roche, Florence Clapcott, Cobi
- Stylist: Alex White
- Hair Stylist: Odile Gilbert at Exposure NY
- Makeup: Tom Pecheaux
- Art Director: David Lipman
- Location: GoldenEye Resort, Oracabessa, Jamaica