By Ashley Davis
Ashley.Davis@nationaljeweler.com
The new John Hardy campaign stars model Adwoah Aboah, who first began working with the jewelry brand last year.
New York—Last year, John Hardy launched the “Made for Legends” campaign, a celebration of inspiring women who embrace their individuality, and the brand is continuing that message in its fall 2018 ads.

British model and social activist Adwoa Aboah, who appeared in the inaugural jewelry marketing campaign alongside Julianne Moore, fronts the new Made for Legends ad, and she perfectly embodies John Hardy’s current muse: a woman who is unapologetically unique and doesn’t conform to traditional notions of beauty.

Hardy’s inspiration is meant to appeal to the women who reward themselves for their successes, rather than waiting to be gifted jewelry.

And just like the fall/winter collection, which combines “organic stones” with classic John Hardy motifs and precious metals, the new pieces convey a “perfectly imperfect” attitude meant to resonate with the contemporary female customer.

John Hardy CEO Robert Hansen said: “Our ‘Made for Legends’ platform continues to champion the importance of individuality and harnessing unique artisan handcrafted jewelry as a tool for self-expression.

“As a brand with a commitment to positive social change, sustainability and artisan communities, we are honored to evolve our relationship with Adwoa. She is a soulful change agent with a creative voice, reflected through her boldly expressive attitude towards jewelry and is a proactive community builder using her platform to uplift others.”

Aboah’s striking personal style and unapologetic embrace of the physical features that make her unique have made her a rising star in the fashion industry.

But the British model wasn’t content to simply play muse. She also created Gurls Talk, a foundation to empower young girls through development of a positive self-image.


John Hardy Chief Marketing Officer Suzanne Hader explained of the choice to work with Aboah, “Our second phase of Made for Legends drew inspiration from Adwoa herself—she is powerful, dramatic and inspiring. We see her as a muse for our brand, both in how she wears jewelry as well as how she shows up in the world as a leader.

“Legends, to us, are optimistic and creative, yet very grounded in the real. They find strength in where they come from, but also in their continued evolution. We expressed this visually by showing Adwoa walking into daylight, grounded in a midnight-blue Bali evening sky. She feels relaxed, but the duality explodes with the energy of her purity and our signature maximalist styling.”

In the campaign, Aboah wears pieces from the Classic Chain collection, featuring what John Hardy calls “hand-cut power rocks,” as well as pieces form the new Asli Classic Chain Link range.

The pieces on offer for the fall/winter 2018 season are, as always, handcrafted at the brand’s Ubud, Bali workshop by master artisans who employ techniques passed down through generations.

The second Made for Legends campaign will be featured online and in print publications throughout fall 2018.


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