NEW YORK — H. Stern, the Rio de Janeiro-based jeweler, is celebrating its 60th anniversary with a well-known fashion face — Kate Moss — for its new advertising campaign.
Moss has a bevy of ad campaigns under her belt, including Calvin Klein, David Yurman, Burberry and Dior, and was given the Council of Fashion Designers of America Award for Fashion Influence this year.
“She’s an opinion leader,” said Ronaldo Stern, chief executive officer of H. Stern North America. “She will attract people who aren’t currently our customers and she brings edginess to the campaign.”
The international print and outdoor campaign, which incorporates some cooperative advertising and is an extension of H. Stern’s “Part of You” campaign launched in 2003 that encouraged consumers to treat one’s jewelry “as part of your personality,” will cost an estimated $3 million in media expenditures alone. It bows in September in the October issues of fashion and lifestyle magazines, including Vogue, W, In Style and Elle. The outdoor ads are restricted to Europe.
British photographer and film director Rankin, with whom Moss has worked before, shot the campaign in London in June. The ads feature a gilded, sinewy Moss in a shadowed background dripping in multiple rings, bracelets and long gold and crystal necklaces from the company’s Golden Stones and Stars collections.
Additional images of Moss from the shoot will be shown in the September issue of the U.K.’s Another Magazine, while later in the year H. Stern will include the images in its 60th anniversary commemorative book.
The Kate Moss campaign is part of H. Stern’s recent departure from classic Fifth Avenue jeweler to a more urban, fashion-savvy retailer. The company collaborated with Diane von Furstenberg on a contemporary jewelry collection incorporating large link bracelets and colored-stone cocktail rings.
Stern said his focus is to get more customers into the firm’s stores, or the current 10 retailers in the U.S. where the company has just begun to distribute.
“Once they touch the jewelry, they are our customers,” Stern said.