MILAN — Pomellato’s longtime mantra to directly communicate with its customer is emphasized even more with the brand’s latest advertising campaign.
The Italian jeweler, controlled by Kering, has tapped Peter Lindbergh to photograph a group of strong, charismatic and international women that speak to and of its customers. These include artist Anh Duong; brand adviser Helen Nonini; nutritionist Rosemary Ferguson; art curator Caroline Corbetta; writer Pihla Hintikka, and model, artist and photographer Larissa Hofmann.
After several campaigns fronted by Tilda Swinton first, from 2009 to 2014, and Salma Hayek for the past two years, Pomellato’s chief executive officer Sabina Belli outlined the decision process behind the latest ads.
“This campaign works in past-forward mode. It is a change and it looks into the future for sure but it also digs deep into our roots,” explained Belli. “Pomellato is for women, it has always spoken to women and as a brand it has always been on the side of women. Let’s not forget that Pomellato was founded in 1967 which was quite a period for women’s emancipation. Pomellato responded to their needs pioneering the concept of prêt-à-porter jewelry.”
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Belli underscored that Pomellato marks its 50th anniversary this year in “a poignant moment in history where the themes about women are relevant and very much still alive. Pomellato women are confident, they decide for themselves, they buy their own jewels, their elegance is effortless and understated. I wanted a gallery of real women to represent and incarnate the values of the brand. It makes total sense.”
Belli defined the six women as “strong-willed and independent,” of “all ages and from all walks of life.” The campaign is meant to highlight women “who are true to themselves” and “who are following their passion.”
Lindbergh said “beauty comes out when you can express yourself, when you know your own sensibility and you can say that’s me, and you are beautiful as no other way. For this campaign women of different ages and professions came and wanted to be photographed as themselves: that’s the most beautiful concept.”
To be sure, Belli said she opted for Lindbergh because he “is the undisputed maestro of sophisticated realism. He is truly capable of capturing a very intimate side of the women he photographs. He steals your soul in a gentle way, capturing the sparkle in each woman.”
The women wear Pomellato’s Ritratto [Portrait] collection, which will be unveiled at the Arsenale theater in Milan on Thursday, adorned with the brand’s staple precious stones, from topaz and amethyst to smoky quartz. The collection will be available in stores starting in April. Three sizes of rings retail for between $4,480 to $12,100. Earrings are priced from $7,300 to $9,350, and pendants from $3,270 to $4,240.
Asked about the jewelry sector today, Belli said the market “is quite challenging at the moment. However, Pomellato is a relatively young brand with a very interesting positioning, there is for sure a big opportunity to concentrate on organic growth in existing markets and beyond.”
The campaign will bow on March 8 in WWD and then be rolled out in the April issues of major fashion titles.
Lindbergh has also directed a short film with backstage interviews.