Earlier this month, David Yurman debuted its fall 2012 campaign featuring supermodel Gisele Bündchen.

Bündchen replaced Kate Moss, who previously represented the jewelry designer for eight years. According to reports, the company dropped Moss after she posed in similar advertising spreads for the jeweler Fred.

The new David Yurman campaign displays jewelry from the company’s fall 2012 collection, including the Labyrinth and Silver Ice lines. David Lipman, chief creative officer of Lipman Advertising, worked with Yurman to originate the concept, which captures the theme of the West Coast. “We loved shooting in Malibu. The Yurmans lived here at one point and cherish coming back,” Lipman said in a statement. “Gisele captures that moment in time for the brand. It’s heritage, authenticity and modern day glamour.” 

Bündchen not only appears in Malibu sand and surf, but also with a black Lusitano stallion, illustrating the brand’s roots in equestrian inspiration and design. “Gisele, Peter Lindbergh, Malibu, and a beautiful horse…what could be more magical?” David Yurman said in a statement.

What do you think of the new ads featuring Bündchen?

JCK