Graff introduces Galaxia
Graff introduces Galaxia, a cinematic new campaign celebrating the otherworldly beauty of its high jewellery creations and the eternal evolution of the House. Emanating an ethereal, feminine allure the name Galaxia draws inspiration from the infinite, luminous beauty of the vast and ever-changing night sky. Within an imagined Graff galaxy, set against a cosmic green backdrop – a colour synonymous with the House – and imbued with a surrealist, dreamlike quality, the campaign presents a modern vision of femininity, fusing sensuality with strength.
Embodying Graff’s muse, Galaxia, Dutch model Rianne van Rompaey’s magnetism is matched only by a flawless high jewellery collection featuring the most fabulous jewels in the world. Yellow and white diamonds, emeralds, rubies and sapphires appear to defy gravity as they exude a splendour that is uniquely Graff.
Shot by Mikael Jansson and styled by Emmanuelle Alt (former Editor-in-Chief of Vogue Paris), we see all-powerful Galaxia, enthralled by the exquisite jewellery creations she encounters; jewels that together feature over 1,160 carats of exceptional diamonds and gemstones for which Graff is renowned.
Paying tribute to the artistic energy that is synonymous with the House of Graff, Galaxia evokes a supernatural universe in which diamonds come alive against a green star-studded sky. The campaign was shot using revolutionary visual effects technology, with cinematic footage of the aurora borealis and green celestial phenomena displayed on 180° high-definition LED video walls: a technique never used before in a high jewellery campaign. The futuristic, low-carbon footprint filmmaking process lent the campaign an astrophysical authenticity.
Galaxia also signals the return of the Green Lady, an iconic creative expression which Graff first introduced in a print advertising campaign in the early 2000s with a green woman set against a green backdrop, always with the jewellery pieces in their natural colour and at centre stage. The Green Lady was then reimagined in 2018 in a seductive campaign, reflecting an evolved vision of glamour and female power.
For over half a century, the House has operated at the very pinnacle of the high jewellery industry and has become the world leader for jewels of rarity, magnitude and distinction.
Anne-Eva Geffroy, Design Director at Graff, commented: “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. 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.”
Stand-out high jewellery creations within the Galaxia campaign include an emerald and diamond necklace showcasing three incredibly rare 4 carat lozenge shape Colombian emeralds – which are celebrated for their ardent colour and breathtaking beauty – complemented by a pair of Colombian emerald and diamond earrings, three Colombian emerald and diamond bracelets, and a 17 carat emerald cut Colombian emerald and diamond ring.
A pair of earrings featuring 21 carat Fancy Yellow radiant cut diamonds, surrounded by intricate rows of white diamonds, are paired with a 36 carat Fancy Intense Yellow cushion cut diamond ring and a 9 carat Fancy Intense Yellow cushion cut diamond ring which traces a sculptural half-moon set with white diamonds to create a striking statement.
Francois Graff, Chief Executive Officer at Graff, commented: “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. 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.”
