Graff "Butterfly" Fall 2023 Ad Campaign

Review of Graff Fall 2023 “Butterfly” Ad Campaign by Creative Director The Style Council and Photographer Mikael Jansson with model Rianne Van Rompaey

Graff spreads its wings with a delicate and bright new campaign, shot by photographer Mikael Jansson with creative direction from Paris-based agency The Style Council.

The campaign marks the first time that Graff has featured pieces – united by the butterfly motif – from both its fine diamond and high jewelry collections in one creative expression, marking a move towards a more tangible and holistic establishment of the brand’s creative universe.

Channeling the delicate and free-spirited energy of the collections’ insect inspiration, the story follows Rianne Van Rompaey – a new face for the house – as she cruises along the Cote d’Azur. Piloting a vintage, beetle-green convertible, the model’s red tresses billow in the breeze as she takes in the sun and fresh air, Mediterranean waves spilling into the distance as she pulls into the legendary gardens of the Villa la Vigie. The styling and open-ended narrative work to convey the elegant versatility of the collection, which lends sophistication and brightness to looks both casual and formal.

The butterfly, of course, represents metamorphosis and new beginnings; the icon is thus a perfectly fitting emblem for Graff as it embarks on a new chapter of vertical integration and brand universe expansion. Bringing together a well-chosen muse, a gorgeous setting, a recognizable narrative, and seeing it all with a sparkling sensitivity, the campaign unfolds its wings for a delicate expression of summer shine. The brand has seen impressive growth recently, and this campaign wisely leans into this momentum by expanding and focusing its creative world. We’re looking forward to seeing its next chapter.