RARE MATTERS FW25
For Rare Matters’ FW25 collection, I led creative direction and production for a campaign inspired by nature and transformation, translating the jewelry’s distinctive character into editorial and product imagery for the brand’s e-commerce website and social media.
CONCEPT & CREATIVE DIRECTION
Changing seasons. Pieces that endure.
Rare Matters FW25 finds beauty in nature’s irregularities. Mother-of-pearl, turquoise, malachite, lapis lazuli, and multicolored crystals set in gold echo the collection’s coastal and botanical influences.
I translated these references into a series of sculptural tableaux, using the body as both canvas and landscape. Intertwined figures and eucalyptus established an organic visual language, while shifts in styling and color moved the collection between cool restraint, floral softness, and playful opulence.
The jewelry anchored each composition, connecting distinct moods through its texture, color, and form. The result was a campaign that expressed the collection’s range while maintaining a cohesive visual identity.
ROLE
Creative Direction & Production
SCOPE
Concept Development · Casting · Styling · Set Design · Creative-Team Assembly · On-Set Direction · Image Selection · Editing & Post-Production
YEAR
2025
EXECUTION & IMAGE-MAKING
A visual story, from composition to close-up.
I led the campaign’s creative execution, from casting, styling, and set design to creative-team assembly and direction on set. I guided the concept across editorial compositions, individual model images, and dedicated product photography.
Through image selection, editing, and post-production, I carried the visual direction into a cohesive collection of photographs for Rare Matters’ e-commerce website and social media. Atmospheric imagery established the collection’s world, while detailed product photographs highlighted the materials, settings, and craftsmanship.
COLLABORATORS
Brand & Design: Rare Matters Jewelry
Photography: Gaby Macomber
Models: Heather Fiorio & Casidy Chan
MUA & Hair: Steven Oyola & Nicole Lights
