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David Yurman Unveils New Campaign Featuring First-Ever Celebrity Brand Ambassadors February 22, 2022 (0 comments)
New York, NY—David Yurman has launched announce a dual milestone: its first celebrity brand campaign and the first campaign under the leadership of newly ascended company president Evan Yurman.
Related: David Yurman Taps Son Evan To Be Company President
The campaign, aptly titled "Come Closer", features Scarlett Johansson (The Avengers, Lost In Translation) and Henry Golding (Crazy Rich Asians).
It celebrates the joy of closeness and connection in our challenging times, with intimate images of two of the world's most recognizable celebrities against the backdrop of David Yurman's perennial inspiration and home of New York City.
"After years of separation for many—much longer than any of us could have anticipated—we are all craving connection," said Evan Yurman. "'Come Closer' is a call to all of us to delight in the everyday, where simple moments with family and friends are unexpected and beautiful.
"Scarlett is the embodiment of the David Yurman woman, continues Yurman. “A native New Yorker at the top of her craft, Scarlett is a woman who forges her own path. She doesn't take no for an answer and isn't afraid to stand up for herself and what's right. To have the opportunity to work with a force like Scarlett is an honor."
For "Come Closer," Johansson was photographed by renowned fashion photographer Lachlan Bailey and styled by Anastasia Barbieri. The series of 10 images and short film feature a relaxed Johansson humming and singing to Frank Sinatra's iconic "New York, New York."
"Growing up in New York, I always felt connected to David Yurman. I would see their beautiful black and white ads in all my favorite fashion magazines," said Johansson. "The Yurmans and their designs always embodied New York for me: bold, fresh and just a bit of edge. When Evan approached me with this opportunity and shared his vision for the campaign, I already felt so linked to the brand that it was a natural fit."
With the decision to introduce the brand's first-ever male ambassador, Henry Golding was a natural, said Yurman.
"Henry embodies the passion and grit of the David Yurman man. He's extremely talented, principled, and well-traveled, but of all the amazing places he's visited and after all that he's achieved, it is the spirit of New York City that keeps calling him back. We are thrilled to welcome Henry into the David Yurman family and to introduce him as the face of the Men's category."
For "Come Closer,” he was photographed by Bailey and styled by George Cortina. The series of 10 images and short film, featuring a sophisticated and stylish Golding, were captured at Casa Cipriani as well as the iconic hotel, The Carlyle.
"There is a magnetism to New York City and a tenacity among New Yorkers that is difficult to describe, but contagious just the same. I've been fortunate enough to visit the city many times for both personal and professional reasons, and each time I feel more and more a sense of belonging," said Golding. "David Yurman is a testament to the city's heritage and values, and I'm honored to be the face of a brand whose timeless works of self-expression continue to connect us all."
In 2022, David Yurman will continue to support its Unity Fund, created in May 2021 in partnership with Robin Hood, New York City's largest poverty fighting philanthropy. Beginning February 15, 20% of the purchase price from a curated assortment of women's and men's designs will benefit the David Yurman Unity Fund.