The concepts of feminine strength and influence underpin a striking new advertising campaign by jewelry brand John Hardy debuting this week.
John Hardy’s Made for Legends campaign, starring actress Julianne Moore and model/activist Adwoa Aboah, was shot by photographers Luigi Murenu and Iango Henzi under the creative direction of Matte Projects. It also features the artistry of renowned makeup artist Gucci Westman.
Imagery from the campaign shows Moore and Aboah staring directly and unblinkingly into the camera, their forearms ringed in stacks of John Hardy signature bracelets that recall Wonder Woman–style armbands. Clearly, they’re ready for whatever comes their way.
Jas Rewkiewicz, creative director at Matte, says Moore and Aboah were chosen as the models for the campaign because they authentically resonate with its message.
Both have broken stereotypes in their industries, and Aboah, through her online platform, Gurls Talk, has created a safe space for young women to talk about their life experiences.
Top and above: Julianne Moore and Adwoa Aboah in the new John Hardy Made for Legends campaign
Rewkiewicz says that the MATTE team was “inspired by the spirit of John and Cynthia Hardy and the strength of the John Hardy woman.” He adds, “Made for Legends is a call for women to live on their own terms and build their legend…The campaign is made to cut through the noise: where jewelry advertising often plays it safe, we weren’t afraid to be dramatic, inspiring, and powerful.”
Aboah, for one, sees the connections between strength and fine jewelry clearly—and said during the shoot, “I cover myself in jewelry, I’m obsessed. Jewelry feels like it’s got some soul. It’s legendary.”
All photos courtesy of John Hardy