SABO’S SCENE: As part of a new branding strategy, Thomas Sabo has tapped Ellen von Unwerth for its spring campaign, which features Georgia May Jagger, wearing the brand’s new Karma collection.

“We made the decision to use Georgia first, back in the spring,” Thomas Sabo creative director Suzanne Kobli said. “Then we chose Ellen because she has such a talent for shooting women and we wanted our girl to keep her girliness but be a bit femme fatale without looking cheap — that’s not easy to do.”

This story first appeared in the November 27, 2013 issue of WWD. Subscribe Today.

Shot in London, the images are meant to express a rock ’n’ roll edge, according to von Unwerth. “It’s about a young girl at home, getting ready for a party,” the photographer told WWD. “We had to show the jewelry but in a natural and unposed way. And we wanted it to have quite an English feel and Georgia May Jagger is the incarnation of the rock ’n’ roll girl.”

The campaign will appear in January issues in various countries including Germany, France, the U.K. and Ireland.

Kobli said that Thomas Sabo is in the process of re-branding and will be increasing its p.r. efforts and opening two new flagships — most likely in Zurich and Munich — within the next three years. She added that the pairing of Jagger and von Unwerth would continue for at least another three seasons.

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