Graff

Graff · Laurence Graff Signature by Steven Klein

The Laurence Graff Signature campaign, captured by the lens of iconic photographer Steven Klein, serves as a masterclass in luxury visual storytelling for the high-end jewellery sector. With creative direction from Tim Holloway, the project leans into a sun-drenched, cinematic aesthetic that elevates traditional jewellery advertising into the realm of modern editorial fashion. By placing models Faretta and Akbar Shamji in a relaxed, opulent outdoor setting—complete with lush greenery and a turquoise swimming pool—the campaign contrasts the refined, polished brilliance of Graff diamond-encrusted gold pieces with a gritty, sun-soaked informality. The deliberate use of natural light, paired with selective studio strobe accents, allows the metallic textures of satin coats and silk layers to shimmer alongside the intricate craftsmanship of the rings and pendants. Stylist Dena Giannini curates a wardrobe of earthy olive and deep black tones, ensuring that the focus remains anchored on the collection while maintaining a sophisticated atmosphere. Through Klein’s distinctively sharp framing and an expert use of shallow depth of field, the imagery moves beyond simple product display, channeling an evocative, worldly lifestyle. This commercial series stands as a testament to the power of high-fashion production, where each composition feels like an intimate, unguarded moment frozen in time, perfectly highlighting the enduring, signature elegance synonymous with the Graff brand identity.

Graff · Festive collection

The Graff Festive collection campaign focuses on the brand's high jewelry offerings through a series of polished, macro, and editorial compositions. The visuals emphasize the intricate craftsmanship of diamond and ruby pieces, utilizing soft, controlled studio lighting to define the facets and metallic textures of each gemstone. The creative direction leans into a minimalist aesthetic, often pairing deep, muted color palettes with precise studio setups to highlight the clarity of the jewelry. Captured by photographers Antoine and Charlie, the imagery includes both curated still-life arrangements and model portraiture. The campaign features fashion styling by Aurelia Donaldson, alongside manicure work by Adam Slee and set design by Tobias Blackmore. The resulting commercial visuals maintain a consistent, refined language through chiaroscuro techniques and clean composition.

Graff · Butterfly

Graff presents the Butterfly collection through a series of high-end advertising portraits. The campaign highlights a range of diamond-set necklaces, earrings, and rings, capturing the intricate detailing of the butterfly-themed motifs. Photographer Felix Cooper utilizes beauty light to emphasize the brilliance and pavé-set sparkle of the jewellery. Featuring model Valeria Rudenko, the imagery is defined by a clean, editorial aesthetic set against vibrant, draped backgrounds in shades of green and blue. Key creative contributions include hair styling by Virginie Pinto Moreira and makeup by Niamh Quinn, ensuring a polished presentation throughout the collection.

Graff · Jewelry 2026 Ad Campaign

Graff · Jung Kook for Laurence Graff Signature

In a striking convergence of high-fashion editorial aesthetics and global star power, the Laurence Graff Signature campaign places musician Jung Kook at the center of a sophisticated visual narrative. Eschewing the conventional trappings of traditional jewellery advertising, this project leans into an edgy, contemporary sensibility that harmonizes the house's storied luxury heritage with a modern, rebellious spirit. Captured through the lens of photographer Sølve Sundsbø, the campaign utilizes precise studio strobe lighting to emphasize the intricate metallic sheen of yellow gold chains, rings, and geometric bracelets against the subject's contrasting ink tattoos. Creative director Tim Holloway orchestrates this balance, supported by the deliberate, minimalist styling of Youngjin Kim, which allows the ornate jewellery pieces to command attention against a sleek, dark green environment defined by sharp, abstract line patterns designed by set designer Andy Hillman. The result is a series of commercial portraits that read as both intimate and monumental, effectively repositioning the Signature collection for a new generation of style-conscious consumers. By prioritizing a clean, high-contrast composition, the collaboration highlights the interplay between raw personal identity and refined craft, cementing a bold new chapter for the brand while maintaining the technical excellence inherent in its visual identity through cinematic framing and careful attention to metallic texture.

Graff · Fall 2023 Ad Campaign

For its Fall 2023 ad campaign, luxury heritage house Graff captures the essence of refined escape, merging the high-octane allure of a vintage British racing green convertible with the ethereal delicacy of its signature butterfly-themed diamond collections. Captured on the sun-drenched grounds of Villa La Vigie along the French Riviera, the imagery channels an effortless, coastal lifestyle that balances high-fashion editorial polish with a sense of warm, summer spontaneity. Under the creative direction of The Style Council, photographer and director Mikael Jansson harnesses bright natural light to accentuate the meticulous craftsmanship of each piece, ensuring the pavé diamond motifs remain the luminous center of every frame. The aesthetic is anchored by the minimalist styling of Emmanuelle Alt, who pairs understated white and black separates with Rianne Van Rompaey’s sophisticated presence to ensure the jewelry maintains its status as the collection’s definitive protagonist. Through a series of intimate lifestyle portraits and precise macro shots, the campaign explores the intersection of classic elegance and kinetic motion. By framing the jewelry against the glossy, reflective surfaces of the car and the expansive, hazy backdrop of the Mediterranean, the project achieves a seamless blend of luxury and travel. The result is a visually cohesive portfolio that highlights the brilliance of the stones through a contemporary, aspirational lens, emphasizing both intricate detail and grand, atmospheric storytelling.

Graff · Holiday 2023 Ad Campaign

For the Graff Holiday 2023 ad campaign, the brand leans into a narrative of opulent, cinematic leisure, balancing high-stakes glamour with the intimacy of a festive celebration. Under the creative direction of Robert Lussier and Mia Forsgren, the imagery captures the brilliance of Graff’s yellow diamonds and emeralds through a polished, editorial lens. Photographer Mikael Jansson and director of photography Stuart Winecoff utilize studio strobe lighting to masterfully highlight the sharp facets of the gemstones, often contrasting the deep, rich textures of velvet interiors and wrought-iron accents against the shimmering, sequined formalwear. With styling by Emmanuelle Alt, the visual language relies on a sharp, sophisticated palette where bold red lips and manicured nails ground the radiant, high-luxury aesthetic. The project oscillates between tight macro portraits that celebrate individual craftsmanship and wider, narrative-driven scenes—ranging from billiards-room tableaus to quiet, candid moments between models Rianne Van Rompaey and Huang Shixin—that collectively channel a timeless sense of festive elegance. By integrating dramatic chiaroscuro and clean, architectural backgrounds, the campaign establishes a high-fashion atmosphere that feels both classically refined and contemporary. The result is a cohesive series that elevates the jewellery to the status of a primary protagonist, ensuring every frame resonates with the sparkling, celebratory mood of the holiday season.

Graff · "Galaxia" Spring 2024 Ad Campaign

The Graff Galaxia Spring 2024 campaign transcends traditional high jewelry advertising, leaning into a moody, celestial aesthetic that feels both expansive and deeply intimate. Creative direction by Robert Lussier, working alongside agency The Style Council, orchestrates a visual narrative where the brilliance of emeralds, rubies, and rare yellow diamonds is set against atmospheric, nebulous backdrops of deep, luminous green. Photographer Mikael Jansson captures model Rianne Van Rompaey with an ethereal quality, utilizing a cinematic, low-key chiaroscuro lighting style that allows the jewelry to emerge from obsidian shadows. The campaign balances dynamic, wind-swept motion with moments of absolute stillness, effectively contrasting the organic texture of sand and dark rock formations with the clean, sharp facets of high-end craftsmanship. With hair by Damien Boissinot and makeup by Hannah Murray, the styling remains intentionally minimalist, favoring simple black silhouettes that ensure the focus remains squarely on the intricate, light-catching pieces. Whether using natural light to evoke an otherworldly glow or utilizing precision studio strobes to highlight the clarity of individual gemstones, the imagery maintains a cohesive, polished editorial minimalism. This project stands as a sophisticated exploration of luxury, blending vfx visual effects with a raw, tactile sense of beauty to define a new, cosmic chapter for the brand.

Graff · Graff High Jewelry Holiday 2025 Campaign

Graff’s Holiday 2025 campaign centres on a series of intimate, high-jewellery portraiture, showcasing an intricate collection of diamond and emerald pieces. The campaign leans into a monochromatic, deep-green palette, utilising textured drapery to create a moody, luxury aesthetic that allows the stones to remain the focal point. Photographer Boo George captures these detailed close-ups with a focus on polished beauty lighting and clean compositions. Fashion styling by Katie Shillingford provides a structured backdrop for the jewellery, while sleek hair by Kei Terada and refined makeup by Niamh Quinn maintain a balanced, editorial feel across the series.

Graff · Graff F/W '25 Campaign

Graff presents its F/W '25 campaign, a series of intimate portraits highlighting the brand's latest high-end jewellery collections. The imagery centres on detailed captures of elaborate diamond necklaces and matching earrings, rendered with a polished aesthetic. Photographed by Boo George, the campaign features model Emm Arruda. The compositions utilise soft, directional lighting against dark, textured backgrounds to emphasise luxury craftsmanship and clean, editorial styling.