The Philadelphia-based brand is kicking off a multichannel ad campaign this fall celebrating its caviar core motif.

Steven Lagos’ signature caviar design motif is the star of the 37-year-old Lagos brand’s new advertising campaign, which will debut this fall. The message of bold femininity, championed prominently by the Signature Caviar bracelet stack, was shot by fashion photographer Sharif Hamza and will play out in photos in print and digital campaigns as well as on social media. Select events are also part of the plan. Lagos partnered with New York City–based MODCo to create the campaign, which features the My Lagos My Way tagline.

“As a company, we are clearly focused on what differentiates us: Caviar, the icon of the brand,” says company president Chris Cullen. “We wanted our new advertising campaign to reflect that focus, both today and for years to come.”

 “From the beginning we knew that the imagery should convey a sense of confidence and independence, two prominent attributes of the Lagos woman, throughout the tagline, the body language, and the styling of the photography,” founder Steven Lagos told the media this week.

JCK