nationaljeweler– An all-star team came together for the fall 2021 David Yurman campaign.
Evan Yurman, the brand’s chief creative officer and son of David and Sybil Yurman, creative directedthe ads that exemplify the brand’s New York City DNA.
Charles Mehling photographed the images in locations across the city, while Elissa Santisi styled the looks, worn by models Arlenis Sosa and Hannah Ferguson.
Dubbed “The Power of Cable,” the campaign coincides with David Yurman’s signature motif’s 40th anniversary.
Founder and CEO David Yurman said, “Cable is the river that runs through everything we do. We never worry about it going out of fashion. It would be like saying ‘the circle is out of style.’”
Yurman first developed the cable bracelet in the 1980s, developing it into an instantly recognizable symbol over the decades since.
The twisted helix perfectly marries the influences of uptown and downtown New York City, the brand noted, embodying uptown refinement and downtown industrialism and grittiness.
Its “casual elegance” per the company, embodies classic American style, and has been worn by women like former First Lady Michelle Obama, actresses Angelina Jolie and Priyanka Chopra Jonas, supermodel Kate Moss, and singer Rihanna, to name a few.
David Yurman continuously updates and refines its cable bracelet, making lots of special editions, most recently a pink aluminum version in honor of Breast Cancer Awareness Month in October.
“The Power of Cable” campaign includes styles from the “Sculpted Cable,” “Stax,” “Lexington,” “Elements,” and “Pyramid” collections.
It will be in various digital and print media this fall, as well as out-of-home advertising. A video shot with the campaign is on YouTube and Hulu, as well as on social media platforms.
Additional imagery celebrating the “Cable” collection and featuring style tastemakers Kate Young, Poppy Delevingne, Laura Brown and Taylor Zakhar Perez, are on David Yurman social media channels.
All of David Yurman’s campaigns this year have been rooted in the brand’s connection to its native New York City, at a time when crime and outbound migration is up in major American cities, in large part because of the pandemic.
Earlier this year, the company announced the creation of the David Yurman x Robin Hood Foundation Unity Fund, to help alleviate poverty in New York.
All proceeds of two new colorways of colorful aluminum cable bracelets launched this summer—sand and indigo—benefit the fund. It was initially announced that proceeds would be donated through early September, but the brand has extended that to Nov. 1.