Life, a dance - The luxurious GRAFF Summer 2026 advertising campaign was directed by Steven Klein. The campaign showcases exclusive jewelry pieces from the iconic Laurence Graff Signature Collection '26 against a spectacular backdrop. Tim Holloway was responsible for the visual concept. Models Akbar Shamji and Faretta Radic starred in front of Steven Klein's camera.
Laurence Graff, born on June 13, 1938, and founder of Graff Diamonds, is a British billionaire jeweler considered one of the most important diamond dealers in history. In the luxury industry, he is known worldwide as "The King of Diamonds." Founded in 1960, the company remains a family business to this day; his son, François Graff, now serves as CEO.
The campaign was photographed and filmed at the Sheats-Goldstein Residence in Los Angeles, the world-famous 1960s architectural masterpiece by John Lautner. The house is striking for its distinctive, sloping exposed concrete ceiling, also known as a waffle-pattern ceiling, in the living room and its enormous, frameless glass fronts. The pool even has underwater windows, originally installed so parents could watch their children swimming.
In 1972, the eccentric businessman and fashion enthusiast James Goldstein purchased the property. To protect the house from private speculation or demolition, Goldstein bequeathed the entire property, along with his art collection, to the Los Angeles County Museum of Art (LACMA). It is the first architectural donation of its kind in the museum's history.
The campaign was produced by the creative agency LGA MANAGEMENT, with offices in NYC, London, and Paris, which also represents the legendary artists Steven Klein and Tim Holloway.
GoSee : graff.com
TEAM
AD: Todd Davidoff
Lighting Director: Dean Dodos
Photo Assisants: Kendall Pack, Alexis Sotomayor, James Suter
Movement director: Nina Kripas
Holloway Studio Creative Manager: Mathilde Peslier
