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. The David Yurman Holiday 2016 campaign features models Natalia Vodianova, Jean Campbell, Dilone and other notables, creating a disruptive campaign that will have broad appeal, touching those who are drawn to the spirit of the imagery.
“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.
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.
“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 women in the campaign including Natalia 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.
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.
The campaign debuts globally in key fashion and lifestyle publications this month. In addition, the home movies shot by Bruce Weber will appear in cinemas nationally.