Lugano’s New Campaign Is A Love Letter To Its Community
By
5 days ago
We talk to the Lugano team about the latest campaign, which features stunning shots by photographer Platon
Lugano has collaborated with world-renowned portrait photographer Platon on a striking new campaign championing philanthropy and community.
Simply One of a Kind: Inside The New Lugano Campaign
‘It came completely out of the blue,’ recalls Lugano co-founder Moti Ferder, of the moment inspiration struck for the high jewellery house’s arresting new campaign. Entitled ‘Simply One of a Kind’, the campaign was released just ahead of the California-based brand’s 20th anniversary and features a host of real-life clients photographed by the British-born portrait photographer Platon.
It was while attending a conference last year in Arizona, hosted by Platon – whose soulful portraits of world leaders, Hollywood stars and activists have featured on more than 30 covers of Time and on the pages of The New Yorker, where he is a staff photographer – that Ferder felt the penny drop. ‘There was something about the emotional impact of Platon’s pictures. I realised here was an opportunity to tell our story with real people instead of anonymous models,’ explains Ferder, who co-founded Lugano with his wife Idit 20 years ago. ‘It took a few months for us to connect, but when Platon and I finally spoke, we discovered we had plenty of shared values and chemistry, so he came on board.’
Initially, Ferder and the Lugano team considered photographing well-known figures and celebrities linked to the world of philanthropy, which is a key part of Lugano’s business model. Since its inception, the brand has supported cultural institutions such as the Aspen Art Museum and the Orange County Museum of Art, as well as non-pro t organisations like the Meridian International Centre (which champions diplomacy among the next generation of international leadership) and the Illumination Foundation (a charity working to break the cycle of homelessness in southern California). ‘As time went by, we realised our clients were the ones who should feature in our campaign. They are leaders in their communities and in the world of philanthropy. They perfectly embody the ideology that excellence and success brings responsibility, and that’s a big part of Lugano’s message.’
These chosen changemakers driving positive change include the arts advocate Jane Holzer (a one-time muse of Andy Warhol), co-founder of Black Entertainment Television Sheila Johnson, champion showjumper and animal welfare advocate Georgina Bloomberg (Lugano is heavily involved in equestrianism and sponsors elite competitions worldwide, including the Royal Windsor Horse Show), entrepreneurs and social benefactors Ling and Charlie Zhang, and the high-pro le arts patron Nancy Magoon. Each one has been photographed wearing one-of-a-kind Lugano jewels.
‘Part of the campaign involved choosing pieces with interesting details, such as the touches of blue titanium on Georgina’s ring, which showcase the level of detail we strive for at Lugano,’ says Ferder. ‘There’s always a hidden surprise, a thoughtful detail that makes each piece unique,’ agrees Georgina Bloomberg. ‘Lugano’s commitment to excellence, philanthropy and supporting causes close to my heart, like the equestrian community, resonates deeply with me and I’m proud to represent a brand that merges elegance with meaningful change.’
Admirers of Lugano’s vibrant jewellery may be surprised by the company’s decision to shoot the campaign entirely in black and white. Ferder developed an eye for exceptional coloured gemstones – including diamonds, rubies, sapphires and emeralds – while training at his family’s rough diamond business in Antwerp, and now combines these stones with rare and unexpected materials, including 18k gold, wood, rubber, enamel and carbonium (an innovative carbon fibre derived from the aerospace industry) in Lugano’s signature statement pieces. ‘Just as we like to think we’re not a traditional jewellery company, we didn’t want the sole focus of each image to be just on the jewels,’ he explains. ‘Your jewellery is only a part of your story and I think having black and white portraits helps us show that, by keeping the focus on the whole person. I think each portrait conveys a sense of warmth too.’
A client recently approached Ferder in Aspen and asked to be in Lugano’s next campaign, which he took as a great compliment. ‘But Lugano is a story of evolution. It’s all about continuously being curious and creative and interesting. I think this could be an ongoing story for us but if you stand in one place, the world passes you by. Watch this space.’
