Out with the old and in with the new; a phrase many live by. But in their Fall 2018 ad campaign, famed jewelry company David Yurman has completely ignored it. Instead, new Chief Creative Officer, David’s son Evan Yurman, uses his first ad campaign to honor the various memorable ads that the brand has released in the past, while also incorporating new aspects that give glimpses at his vision for the future of the company.
Alongside the house’s longtime collaborators Peter Lindbergh, Alex White, and David Lipman, Yurman created this campaign with the theme of “Celebration,” drawing inspiration from the company’s early lifestyle campaigns. In their very first campaign back in 2001 under the same name, the house featured models Amber Valletta and Patti Hansen. In this new campaign, shot at the GoldenEye Resort in Oracabessa, Jamaica, Evan is again featuring Valletta, who is now joined by Anna Ewers, Joan Smalls, Ashley Graham, Meghan Roche, Florence Clapcott, and Cobi.
“My vision for this campaign drew from the original intent of the first campaign when we were celebrating life’s exceptional moments,” Evan Yurman said. “This campaign is a continuation, as it captures the beauty in everyday moments of life…”
The juxtaposing of familiar faces with young new ones clearly shows that the brand aims to be classic, yet also ever-changing and modernizing. This is a creative way to ‘celebrate’ people at different chapters in their life, while simultaneously introducing a new chapter in the life of the company.
As well as introducing new collaborators to the campaign, Evan changed the game by using color, as opposed to the traditional black and white look of many David Lipman campaigns. According to Creative Director David Lipman, “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 theme of “Celebration” is incredibly appropriate in this case, as Evan’s honorable homage to his parent’s vision must be celebrated. He is mixing the old with the new, and The Impression cannot wait to see what he has in store.
David Yurman Chief Creative Officer | Evan Yurman
Agency | Lipman Studios
Creative Director | David Lipman
Photographer | Peter Lindbergh
Models | Amber Valletta, Ashley Graham, Joan Smalls, Anna Ewers, Meghan Roche, Florence Clapcott, Cobi
Stylist | Alex White
Hair | Odile Gilbert at Exposure NY
Makeup | Tom Pecheaux
Location | GoldenEye Resort, Orcabessa, Jamaica