See Boucheron’s Most iconic Campaign Yet

Lindsay Judge   |   31-08-2022

Boucheron celebrates its iconic designs with a bold new campaign.


Highlighting the history of the Maison and the collections that define its DNA today, the new images showcase key pieces with a bold yet understated tone.



With shots taken by famed photographer-stylist team David Sims and Emmanuelle Alt, the Icons campaign reaffirms Boucheron’s standing as the first jeweller to open a boutique on Place Vendôme.



“While remaining true to our history, this new campaign – stylish and assertive – marks a shift for the House. Our distinctiveness is expressed through the XXL concept, showcasing both our designs and our ambassadors, as well as the unprecedented presence of a man. Ludwig Wilsdorff’s intense personality makes him the perfect embodiment of Boucheron masculinity. And Anja Rubik tells a story that is utterly consistent with the House, with cutting-edge energy.” Said Hélène Poulit-Duquesne, Boucheron CEO.



The campaign features iconic collections including Quatre, Serpent Bohème, Jack de Boucheron, and the Vendôme Liseré, worn by iconic Anja Rubik and Ludwig Wilsdorff.



Claire Choisne, Creative Director at Boucheron explains her choice of jewellery pieces: “For this campaign, I imagined oversized versions of our icons while remaining true to their original character.  I feel that Boucheron presents a cutting-edge, lively, authentic vision of jewellery and High Jewellery with these pieces, and that’s how I’ve always imagined Boucheron to be. Each visual depicts very different collections. The uniting theme is the stylish quality, both aesthetic and conceptual, seen in the various dimensions of the campaign.”


The campaign is now live globally. For more information visit