The woman who wears John Hardy is bold. She’s not afraid to layer the pieces, and she appreciates the philosophy of wearing jewelry to express herself, either to celebrate an achievement or bolster courage. Now, more than ever, we felt it was important to celebrate the feminine icons who are building their legends on their own terms - using their platforms to affect social change. In celebration of International Women’s Day, John Hardy stepped up once again, and celebrated the undeniable power of women. To do this, we turned the term ‘Dragon Lady’ on it’s head and flipped it to ‘Dragon Women’ giving it a new positive spin and powerful definition. We tapped 15 women including supermodels and activists Adwoa Aboah, Ebonee Davis, Gabrielle Richardson, Gia Seo, Pari Ehsan, Lyn Slater, Lola Langusta and many others, to star in a special campaign, all wearing the brand’s iconic Naga collection, a Balinese dragon symbol of protection and eternal love.
I worked alongside John Hardy’s talented in-house marketing team to art direct and produce the photoshoot-turned-influencer event, and brought on Carlotta Kohl to shoot the iconic portraits. The campaign was featured on InStyle.com, and the images were shared as part of our International Women’s Day launch on all social and digital channels. The portraits were reposted and shared by every woman who starred in the campaign, increasing organic exposure and engagement with the brand while solidifying its support of women and their causes.
