Graff
Graff's high jewelry and luxury watch campaigns across fashion and fine jewelry
Featured Graff projects
This week's top Graff projects, carefully handpicked by Visie's expert curators, showcase the best in style and innovation.
Project 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.
Project 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.
Project 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.
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