John Hardy is getting into the art of storytelling.
For fall, the jewelry brand is launching a new advertising campaign titled “The Story of Touch.” Photographed by Cass Bird, the images obscure the face of the model, focusing instead on the jewelry itself, namely John Hardy’s Classic Chain collection. “We chose Cass for her modern approach and her ability to capture a seductive, spontaneous energy in a very natural way,” said Christine Kaculis, vice president of global marketing and communications. “We also knew she could beautifully capture the jewelry within the natural environments in Bali that are connected to each of our four collections.”
The campaign is the first to debut under John Hardy’s new platform, “Storytellers.” Over the course of the next year, three additional versions of the campaign will be introduced, each with its own short film. The collections highlighted will be Legends, Bamboo and Dot, with every campaign shot in the brand’s home country, Bali.
The “Story of Touch” campaign comes on the heels of a Cara Delevingne campaign, featuring the model on the beaches of Bali. “We wanted to use this campaign to capture the emotion of each collection and pay homage to the brand’s history of artisan-crafted luxury jewelry by focusing on Bali and revisiting four of the brand’s original icons,” said Kaculis on the shift in aesthetic. “We chose not to reveal the model’s face to keep the heroes of the campaign the jewelry and the model’s hands, in an effort to evoke the connection between the creative hand of the artisan and the power that the jewelry bestows on the wearer through its touch on the skin.”
