David Yurman pays homage to the iconic campaigns that the high-end house has produced in the past
Shot on location at Goldeneye in Jamaica, David Yurman Fall 2018 campaign celebrates living the life you love. Photographed by Peter Lindbergh, the campaign’s relaxed sensibility and spontaneous spirit was inspired by the Yurman’s own approach to life.
In his first campaign as Chief Creative Officer, Evan Yurman commissioned longtime David Yurman collaborators Peter Lindbergh, Alex White, and 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 were 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.
“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
“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.”