LINDBERGH SHOOTS BUCCELLATI: Buccellati has tapped Peter Lindbergh to shoot its new advertising campaign.

The German photographer portrayed model-actress Elisa Sednaoui in Milan, the city where the jewelry brand was founded in 1919. This campaign, the first in 20 years to present the brand’s products on a model rather than with still life images, is a further step in the re-positioning of Buccellati to appeal to a younger and more fashionable segment of the luxury jewelry market.

The first picture, which will debut in the May issue of W Magazine, is a black and white shot of Sednaoui carrying her bicycle in the street and sporting Buccellati’s Hawaii collection, a range first introduced in 1930 and which includes pieces made forging little circles from a gold thread.

Four additional images, all featuring Sednaoui caught in different moments of an imaginary everyday life in Milan, will be released later and will appear on a range of fashion publications, especially in the U.K., Italy, France and the U.S. _ Alessandra Turra.