Cover Graff diamond necklace in white gold set with a 50.08-carat oval diamond and diamonds
Graff diamond necklace in white gold set with a 50.08-carat oval diamond and diamonds
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Graff’s latest campaign invites jewellery lovers to embark on a cosmic journey of its incredible high jewellery creations
Amid the vast expanse of the universe, where stars scintillate with their fiery light like scattered diamonds against the velvet canvas of space, there is a realm where beauty transcends earthly bounds. It is here, among the infinite possibilities, that Graff unveils its latest campaign: Galaxia.
In the British jeweller’s cinematic new campaign, a surreal dreamscape celebrates the otherworldly beauty of Graff’s high jewellery creations and the eternal evolution of the house. At the heart of this celestial spectacle is Graff’s enigmatic muse, Galaxia, portrayed by the captivating Dutch model, Rianne van Rompaey, who has made her mark in several other dazzling campaigns for the brand. As Galaxia, she presents a modern ode to womanhood that fuses sensuality with strength. Her magnetism in these visuals is matched only by the flawless high jewellery creations she wears—a symphony of yellow and white diamonds, emeralds, rubies, and sapphires that seem to almost defy the rules of gravity with their splendour.
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Above Graff earrings in white gold set with emeralds totalling 11.93 carats and diamonds totalling 5.07 carats; Graff necklace in platinum and white gold set with emeralds totalling 23.08-carats and diamonds totalling 37.47-carats
Graff earrings in white gold set with emeralds totalling 11.93 carats and diamonds totalling 5.07 carats; Graff necklace in platinum and white gold set with emeralds totalling 23.08-carats and diamonds totalling 37.47-carats
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Shot by the visionary Swedish photographer Mikael Jansson and styled by French fashion figure and editor Emmanuelle Alt, the ethereal campaign unfolds against a cosmic green universe, a hue synonymous with Graff, through which Galaxia journeys and discovers that jewels reign supreme. She is captivated by the celestial treasures she comes across, comprising the very finest diamonds and gemstones the world has ever known, each a testament to Graff's unrivalled craftsmanship.
Together with their team, Jansson and Alt created a cinematic odyssey for Galaxia that seems to transcend space and time. To achieve the green dreamscape, a revolutionary visual effects technology was used to bring the aurora borealis to life, casting an otherworldly glow upon the green star-studded sky. The use of 180° high-definition LED video walls creates an immersive experience never before seen in high jewellery campaigns, while a low-carbon footprint filmmaking process adds an astrophysical authenticity to the production.
Above Graff Tribal collection ring in yellow and white gold set with a 9.12-carat cushion-cut fancy intense yellow diamond and baguette-cut white diamonds; Graff ring in platinum and yellow gold set with a 36.24-carat cushion-cut fancy intense yellow diamond and white diamonds; Graff Tribal collection earrings in yellow and white gold set with 21.85-carat and 20.94-carat fancy yellow radiant-cut diamonds and white diamonds
Graff Tribal collection ring in yellow and white gold set with a 9.12-carat cushion-cut fancy intense yellow diamond and baguette-cut white diamonds; Graff ring in platinum and yellow gold set with a 36.24-carat cushion-cut fancy intense yellow diamond and white diamonds; Graff Tribal collection earrings in yellow and white gold set with 21.85-carat and 20.94-carat fancy yellow radiant-cut diamonds and white diamonds
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This campaign is also a nod to Graff's storied past as Galaxia heralds the return of the Green Lady—a symbol of creative expression first introduced by the house in the early 2000s. Set against a verdant backdrop, the Green Lady embodies the evolution of glamour and female power, a timeless icon reborn for a new era.
“Throughout our design process, we drew inspiration from the unique qualities and individual nuances of each diamond and gemstone, but also from the virtues that we associate with femininity such as power, creativity and strength,” explains Anne-Eva Geffroy, design director at Graff. “For this reason, each jewellery creation is imbued with a figurative energy that is contemporary yet timeless while also remaining true to the legacy of the house. Flowing lines and curves are soft and elegant, while the stones themselves radiate a bold beauty—mirroring the fearless presence of Galaxia.”
Above Graff diamond necklace in white gold set with a 50.08-carat oval diamond and diamonds totalling over 100 carats
Graff diamond necklace in white gold set with a 50.08-carat oval diamond and diamonds totalling over 100 carats
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Standout jewellery masterpieces in the campaign include a magnificent emerald and diamond necklace featuring three rare 4-carat lozenge shaped Colombian emeralds of unparalleled beauty. Paired with matching Colombian emerald and diamond earrings and bracelets as well as a 17-carat emerald cut Colombian emerald and diamond ring, these creations are testament to Graff's commitment to sourcing the finest gemstones the world has to offer.
The campaign also features an incredible pair of earrings on which a 21-carat and a 20-carat radiant cut Fancy Yellow diamonds are framed by intricate rows of white diamonds, exuding a timeless opulence and elegance that is unmistakably Graff. These earrings are complemented by a jaw-dropping 36.24-carat cushion-cut fancy intense yellow diamond ring and a 9.12-carat cushion-cut fancy intense yellow diamond ring, which traces sculptural half-moons set with white diamonds to create a striking statement.
“We are constantly searching for ways to push the boundaries of what is possible across every facet of our business as we innovate and challenge convention—and this is something that will never fade or falter; it is who we are and what we stand for,” asserts Graff CEO Francois Graff. “Employing our expertise and experience, we search for the very finest diamonds and gemstones the world has ever known, and then we work with these miracles of nature to create incomparable jewels. We seek perfection in everything we do, always, and Galaxia embodies this ethos.”
Graff pearshape yellow and multishape white diamond necklace and earrings
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Credits
Images: Graff
Annabel Tan is the Editor of Watches and Jewellery at Tatler Singapore, where she covers all things luxury timepieces and fine jewellery across both print and digital platforms. She is also the Editor of Tatler GMT Singapore, a role that deepens her fascination with the ever-evolving world of watchmaking. Outside of work, she’s usually on the hunt for her next favourite watch that she can’t afford, planning her next beach getaway, or catching up on the latest Formula 1 race.
