NEW VIEW: De Beers is set to unleash a new brand campaign this week, shot in black-and-white by Mary McCartney and featuring the model Andreea Diaconu. It is the company’s first brand-focused campaign with a model — rather than simply product — in five years.
“We wanted it to embody who we are as a brand, and capture that with timeless portraits,” Francois Delage, chief executive officer of De Beers Diamond Jewelers, told WWD. He said the brand’s choice of model was meant to convey “effortless, natural beauty” that could appeal to a broad range of women. “She’s authentic, and has a maturity about her,” said Delage of Diaconu. The ads will break on Friday in the October issue of Vanity Fair, and will appear in titles including Sunday Times Style, the International New York Times, and W Magazine. Diaconu is wearing pieces from the new De Beers Aria collection. Prices start at $3,000 for a diamond pendant, and go into the millions for the high jewelry. Aria also offers watches, which De Beers has re-introduced after five years. The campaign marks the second time this year that De Beers has worked with McCartney. The photographer shot portraits of accomplished women including the choreographer, Aszure Barton and the chef Skye Gyngell for a photographic project called Moments in Light. The still life brand campaign images, which will run alongside of those by McCartney, were shot by Richard Foster.