An image from Louis Vuitton's B Blossom campaign

PARIS — Louis Vuitton is this week launching a print and online advertising campaign for its first fine jewelry collection from Francesca Amfitheatrof, called B Blossom.

Photographed by Craig McDean and styled by Marie-Amélie Sauvé, the campaign features Zhong Chuxi, Indya Moore, Chloë Grace Moretz, Sophie Turner and Signe Veiteberg.

Louis Vuitton, the world’s biggest luxury label which belongs to luxury giant LVMH Moët Hennessy Louis Vuitton, hired Amfitheatrof last year with an eye to invigorating its watch and jewelry business. Trained at Central Saint Martins, Amfitheatrof was most recently known for her work at the helm of the jewelry design team at Tiffany & Co., where she became the first woman to hold the position.

At the start of the year, during the haute couture fashion shows in Paris, Louis Vuitton previewed a selection of pieces from the B Blossom collection, with chunky bracelets, earrings and necklaces. The age-old chevalier ring was the starting point of the collection, which she refashioned into a modern, polished half-globe. The label’s signature stylized blossom shape serves as the backbone of the collection, with ranges from pink to yellow gold with diamonds, rose quartz and black onyx.

Signe Veiteberg wearing Louis Vuitton's B Blossom jewelry

Signe Veiteberg wearing Louis Vuitton’s B Blossom jewelry.  Courtesy

In a statement, the house said that women will wear the “voluptuous B Blossom pieces 
as a sign of their independence and a reflection of their femininity.”

Jewelry brands across the spectrum are increasingly catering to women as consumers who buy for themselves.

Amfitheatrof will show her first high-jewelry collection for the house in July.

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