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MajorsMar 03, 2016
David Yurman ventures into color for this season's ads
The jewelry brand will launch its first color advertising campaign this holiday season, featuring Kate Moss, the longtime face of David Yurman, as well as newcomer Anna Ewers.
Anna Ewers in one of David Yurman’s new color ads for the upcoming holiday season
New York--This holiday season, David Yurman is getting colorful.
For the first time, the brand will launch an ad campaign in color, featuring Kate Moss, who has appeared in Yurman ads for years, as well as newcomer Anna Ewers.
Styled by Carlyne Cerf de Dudzeele and photographed by Mert Alas and Marcus Piggot, the images “celebrate the spontaneous moments and multiple expressions of the brand,” the brand said.
In the campaign, Moss and Ewers wear layers of fine jewelry, including pave gemstone designs and 18-karat gold pieces.
David Yurman didn’t say by press time where the campaign will appear, but Women’s Wear Daily reported that it will be in print, digital and outdoors starting with the November issues of fashion magazines, which hit newsstands this week.
Since 2001, David Yurman has produced its campaigns with black-and-white images shot by Peter Lindbergh. Using supermodels in the campaigns to convey the emotions of wearing jewelry marked a divergence from the typical still life jewelry ads of the time, the brand said.
It’s unclear at this time whether or not the brand’s campaigns will be in color moving forward.
“Our objective for this campaign is to extend the language of jewelry and the expression of artistry,” said co-founder Sybil Yurman. “We wanted the imagery and the introduction of color to evoke joy, lightness and life. It had to have a spirit of playfulness yet sophistication, and signal empowerment and confidence. The layering of jewelry and the distinct style speaks to our unconventional perspective and personality.”
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