Dubai: French luxury maison Chaumet, part of the LVMH Group, has launched a new outdoor campaign across Dubai highlighting its iconic Joséphine jewellery collection.
The campaign features a striking portrait-led visual approach, placing the wearer at the centre of the story. A model dressed in a minimalist black ensemble showcases a V-shaped Joséphine necklace and matching earring, allowing the jewellery’s silhouette, light and craftsmanship to take focus.
Rather than presenting the pieces as isolated objects, the campaign emphasises how the jewellery interacts with the wearer, highlighting proportion, movement and the elegance of the designs in real life.
The Joséphine collection draws inspiration from Empress Joséphine, the muse and historic client of Marie-Étienne Nitot, founder of Chaumet. Known for her appreciation of tiaras and pear-shaped gemstones, Joséphine’s personal style continues to influence the maison’s creative language.
First introduced in 2010 to mark Chaumet’s 230th anniversary, the collection has continued to evolve. The Joséphine Aigrette chapter expanded the design vocabulary through coloured gemstones and pearls, while recent updates introduce more contemporary interpretations of the collection’s signature elements, including tiara-inspired rings, pear motifs and V-shaped silhouettes designed for modern layering.
The wider Joséphine universe includes tiaras, aigrette rings, necklaces, earrings, ear cuffs, bracelets and brooches crafted in white gold, rose gold and platinum. The creations feature combinations of brilliant-cut and pear-shaped diamonds, cultured pearls, sapphires, rubies and emeralds.
Through the Dubai campaign, Chaumet continues to present Joséphine as a bridge between French imperial heritage and contemporary luxury, translating historic inspiration into jewellery designed for today’s wearer.
