Kendra Scott launches “Long Live Joy” holiday campaign with Justine Skye
The Austin jewelry brand's biggest campaign to date features three collections presented through a fantastical carousel concept and films directed by Andrew Thomas Huang.
Kendra Scott has launched “Long Live Joy,” described as the brand’s largest campaign to date, rolling out November 4 across digital platforms. The holiday campaign introduces three jewelry collections through what the brand calls “three immersive worlds,” each organized around a Celestial, Radiance, or Botanical aesthetic.
The campaign centers on a fantastical carousel that the brand positions as a reimagining of the nostalgic fairground ride as an expression of wearable art. According to the brand, each rotation reveals the three collections alongside unexpected details meant to convey the personality of each thematic world. The brand frames the effort as a celebration of “joyful, attainable luxury,” where jewelry serves as a vehicle for individual style.
Singer-songwriter Justine Skye is the face of the campaign, appearing across 60-, 30-, and 15-second films alongside photography and social media content. According to Kendra Scott, Skye’s “self-confidence, poise and expressive presence” align with the campaign’s call to “show up boldly and choose joy on your own terms.”
Campaign Design and Direction
The campaign was created in partnership with creative studio Invisible Dynamics and directed by Andrew Thomas Huang, marking what the brand describes as an evolution in its storytelling approach. Lush botanicals, refractive crystal and warm gilded light frame the jewelry throughout the campaign’s visuals.
Brand Positioning
Chris Blakeslee, Chief Executive Officer of Kendra Scott, said in a statement: “Joy has always been at the heart of Kendra Scott, and ‘Long Live Joy’ is our first brand campaign to bring that promise to life.” The campaign arrives as the brand approaches its 25th anniversary. Blakeslee added that the campaign “opens the door to the magical world of Kendra Scott and puts the feeling we create for our customers at the center of our story.”
The brand notes that its foundation rests on “family, fashion and philanthropy,” and positions the holiday campaign as an opportunity for customers to layer and mix pieces in personalized ways, whether for celebrations or as gifts for others.
This article was compiled by the Glamorade editorial desk from the official announcements and reporting listed under Sources.
