Fashion

Think of Italian jewellery and one name consistently rises to the top, synonymous with impeccable craftsmanship and timeless design: Damiani. Now, the revered Maison unveils its next chapter, authoring a fresh narrative for a new generation under the art direction of Christopher Simmonds.

This new vision finds its voice in a compelling advertising campaign that masterfully blends the iconic with the contemporary. Starring global brand ambassador I.N.—a member of the international K-Pop phenomenon Stray Kids—and the inimitable Italian model Mariacarla Boscono, the project is a study in elegant contrast. It is here that Damiani’s profound heritage converges with its dynamic future.

Shot by photographer Stef Mitchell within the storied walls of Italian palazzos, the campaign unfolds in two distinct chapters. The first, dedicated to the Damiani Belle Époque and Belle Époque Reel collections, is interpreted by I.N. with his unique, modern sensibility. It is a strategic move that captures the attention of a global audience, redefining tradition through a contemporary lens.

The second chapter, arriving this autumn, expands to feature the Maison’s most iconic high jewellery creations. Here, I.N. is joined by Boscono, who brings her signature enigmatic charm to the masterpieces. Together, they embody a new visual language for the brand—one that draws deeply from the wells of Italian elegance, artistry, and beauty.

More than a series of images, this campaign captures the true essence of Damiani. It is a world where heritage is not simply preserved, but reinvented; where craftsmanship tells a story of emotion and artistry. By uniting a global music idol with a pillar of Italian fashion, Damiani forges an intense and emotionally resonant vision of luxury.

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Images: Supplied & Feature Image: Supplied