Artisan handcrafted jewelry brand John Hardy debuts Made for Legends, a new creative brand campaign celebrating the personal power of femininity through the bold philosophy of wearing jewelry to express, to empower, and most of all, to honor the unstoppable potential of the self.
Perfect in its imperfection, John Hardy jewelry is as distinctive as the women who wear it. In the campaign, developed with New York agency MATTE Projects, Actress Julianne Moore and Model/Activist Adwoa Aboah explore what it means to be a legend, telling the story of the Classic Chain, Modern Chain, and Naga Collections—meaningful designs crafted from the raw power and strength of John Hardy's origin in Bali.
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Redefining what it means to be a legend, John Hardy connects the individual to the myth, mastery, and achievement of artistry. Building on the dynamic, pioneering legacy of Cynthia Hardy—adventurer, muse, and wife to founder John Hardy—women everywhere are invited to create their own legend through the art of wearing dramatic, powerful, and inspiring one-of-a-kind pieces handcrafted by Balinese artisans at the Ubud workshop using techniques passed down from generations of Master Artisans.
Moore and Aboah lead the campaign with their shared values of purposefulness, passion, and fearlessness. "These women are true legends. John Hardy is honored to collaborate with such daring role models," notes Robert Hanson, CEO of John Hardy. "They inspire women everywhere to create their own legend through the courage of their convictions, also reflected through their choices and personal expression wearing powerful, unique artisan hand-crafted jewelry."
Describing the process behind the campaign, MATTE Creative Director Jas Rewkiewicz says, "We were inspired by the spirit of John and Cynthia Hardy and the strength of the John Hardy woman. 'Made for Legends' is a call for women to live on their own terms and build their legend – embodied by modern day icons, Julianne Moore and Adwoa Aboah. Masterfully lensed by Luigi and Iango, the campaign is made to cut through the noise: where jewelry advertising often plays it safe, we weren't afraid to be dramatic, inspiring and powerful."
Pushing beyond the traditional convention of women being gifted jewelry by men, friends, and family, John Hardy's Made For Legends platform calls on women to also acquire their own pieces as a means to strengthen spirit and bolster courage. Every piece celebrates achievement and demonstrates the power of personal expression.