David Yurman has revealed its fall 2023 advertising campaign starring new brand ambassador Sofia Richie Grainge.
New York—Sofia Richie Grainge is having a moment, with a new jewelry ambassadorship to prove it.
David Yurman unveiled its fall 2023 advertising campaign starring the Gen Z influencer on Tuesday, announcing her as its latest global ambassador alongside celebrities like Scarlett Johansson and Shawn Mendes.
In the images and videos, Richie Grainge wears the new “Sculpted Cable” bracelet against the backdrop of the Kellogg Doolittle House in Joshua Tree, California.
Shot by Glen Luchford and styled by Elin Svahn, Richie Grainge wears an assortment of bangles in the new lower-profile edition of David Yurman’s signature design, as well as hoop earrings and rings.
According to the company, the new images mark the first time one of its ad campaigns has been devoted to a single hero style, rather than a mix of collections.
The new bangle will be available in 18-karat yellow, rose, and white gold, with and without hand-set pavé diamonds. One version features 170 diamonds in graduated sizes totaling 1.7 carats, set to accentuate the Sculpted Cable’s classic helix design.
President Evan Yurman, who provided the campaign’s creative direction, said: “Sofia is a style icon with endless charm, and we’re delighted to collaborate with her. She is truly the perfect ambassador to launch these new Sculpted Cable designs, which are the newest evolution of our signature house motif: Cable.”
Photographer Glen Luchford lensed the new David Yurman campaign.
Twenty-five-year-old Richie Grainge is the daughter of Lionel Richie and younger sister of Nicole Richie.
Her previous relationship with Scott Disick, which was documented on “Keeping Up With the Kardashians,” saw Richie Grainge rise to public attention.
Since then, she has carved out her own brand, with a highly publicized wedding to Elliot Grainge—music executive and son of Universal Music Group head honcho Lucian Grainge—and as the poster child for the “quiet luxury” aesthetic widely dissected online.
“David Yurman embodies everything that I'm trying to express with my aesthetic—with how I dress, and how I want to feel, which for me is very timeless and elegant,” Richie Grainge remarked.
“This campaign is about paving your own way: really being confident, taking direction, and being the leader of your own pack.”
For its most recent brand partnerships, David Yurman has notably tapped Gen Z or young Millennial influencers and entertainers.
