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 Evan Yurman, Chief Creative Officer, David 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.”
“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 Art Director David Lipman. “It’s great to be back with this team that has worked together so well in the past, and to see 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 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.
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
ABOUT DAVID YURMAN:
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. David Yurman collections are available at 47 retail and concession locations throughout the United States, Canada, France and at over 350 locations worldwide, through their exclusive authorized fine jewelry and timepiece network of retailers.
Gabrielle de Papp
SOURCE David Yurman
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