With a healthy dose of humour and a focus on unusual colour, we teamed up with Saljo Jewelry to craft a branded look that’s both kitschy and cool. We wanted to create something that stood out—vibrant, unapologetically fun, yet slick and refined in its detailing.

The concept was all about embodying the theme of ‘street royalty’, blending bold fashion choices with a playful spin. We used a mix of coloured backdrops to really push the boundaries and create a visual identity that feels both rebellious and sophisticated. The result is a brand that celebrates individuality while maintaining that effortless cool factor, making sure the jewelry sits on the throne.

Photographically, our approach was to create a contrast between the gritty and the refined. We wanted the models to have that authentic "street rat" energy—think untamed and full of attitude—while the jewelry remained sleek and sophisticated. The colored backdrops were key in achieving this balance, offering a cleaner, more controlled look that allowed the jewelry to shine without competing with the environment. This playful contrast between the models’ rough-edged energy and the refined elegance of the pieces created a dynamic tension that really brought the brand to life.