By Michelle Graff
Lagos said the “My Lagos My Way” tagline was chosen for its new advertising campaign to bring its signature design, Caviar, to life. “Our customers are dedicated to styling their Lagos Caviar in their own personal way,” the brand said.
New York--Jewelry brand Lagos has a new advertising campaign that focuses on encouraging women to wear its signature design, Caviar, anyway they want. 

The theme of the campaign, which launched Sept. 15 via print, digital, social media and at select events, is “My Lagos My Way.” The Caviar design is expressed throughout the advertisements with a specific emphasis on stacking the brand’s Signature Caviar bracelets. 

Fashion photographer Shari Hamza shot the campaign while MODCo Creative, a New York-based agency headed by Sara Rotman, created My Lagos My Way based on direction from the brand.

“We want the campaign to encourage customers to own iconic and classic jewelry that reflects who she is,” said founder Steven Lagos. “From the beginning we knew that the imagery should convey a sense of confidence and independence, two prominent attributes of the Lagos woman, throughout the tagline, the body language and the styling of the photography.” 

Lagos’s new campaign is one of a number of industry campaigns launched recently that emphasizes personalization and putting one’s own spin on a popular item or trend, which is one of  the key attributes of the Millennial generation: they want to make everything their own, have something that is slightly different from their peers. 

It also is another example of a campaign emphasizing today’s smart, confident, independent and, hopefully, self-purchasing woman. Mikimoto said its new ad campaign, the pearl brand’s first in more than a decade, emphasizes the woman who wears Mikimoto as confident, as well as feminine and sophisticated. 

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