Known as the ‘I Wish’ campaign, Dutch model Rianne Van Rompaey appears alongside jewellery pieces from Graff’s archive, styled by former editor of Vogue Paris Emmanuelle Alt.
Mikael Jansson photographed the campaign at the Villa La Vigie on the Côte d’Azur in France.
CEO Francois Graff said colour and luxury are the campaign's key themes.
“The Graff festive season is a celebration of opulent colour, luminosity, and joy,” he explained.
“A collection of our most special and enthralling gemstones have been brought together in this campaign; magnificent creations to be worn, loved, and treasured today and also to be passed down the generations, creating their own stories along the way – the ultimate Graff wish list.”
White and yellow diamonds, along with emeralds and rubies, feature prominently in the campaign.
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