A new collaboration with FARFETCH cements David Morris’s
position as the heritage jewellery brand with an edge
Following a ground-breaking High jewellery launch with FARFETCH last year, London jeweller David Morris continues its online retail expansion with exclusive pieces and a livestream shopping event.
Launching on February 16th is a 17-piece edit of the brand’s coveted creations, and is the only place the house’s unique High Jewellery pieces can be purchased online, with a number of the highest-value pieces made exclusively available to FARFETCH Private Clients.
The collection includes David Morris signature collections through to one-of-a-kind designs, ranging from exquisite emerald collars to extraordinary opal cocktail rings, each showcasing the brand’s creativity, uses of cutting-edge technologies and traditional handcraftsmanship.
The campaign shoot features up-and-coming model Qun Ye against a colour-block backdrop that perfectly captures the optimistic mood of the new-season fashion collections whilst offering fresh inspiration on how to wear High Jewellery now, and that promises to resonate with FARFETCH customers with an interest in the season’s trends.
Styled by Claudia Sinclair, and with creative and art direction by FARFETCH’s in-house team, the concept of the shoot was to bring David Morris into the world of culture-responsive fashion, highlighting the elegance and the history of the house, yet styled and cast with truly of-the-moment, relevant fashion brands.
As such, each image presents a high-fashion twist on jewellery – a white diamond earring and necklace set feels fresh when styled with a ‘90s-inspired silk slip dress; pearl earrings pop against a tangerine-hued body-con dress; pink diamond chandelier earrings paired with a demure powder-pink dress and pink eyes bring the ‘matchy-matchy’ look completely up to date.
The brand’s CEO and Creative Director Jeremy Morris and Creative Content Officer Cecily Morris also sat down with Georgia Medley, Fashion Editor of Elle UK, for a livestream interview and shopping event created exclusively for FARFETCH’s Private Clients.
“A piece that stands out for me is the wonderful opal ring,” says Georgia Medley of the collection. “The colours are beautiful, and I love a statement ring.” Another piece to catch her eye was the incredible emerald and white diamond choker which, as Jeremy Morris notes “has multiple uses, so that you can wear it as a choker or much lower, and you can even wear it as a headpiece.”
The collection also features a David Morris icon, the Rose Cut collection, with over-sized hoop earrings – worn in the film by Cecily Morris – and a wear-anywhere white diamond necklace, a piece which Georgia Medley chose to style with her own casual knitwear for an ‘everyday elevated’ look that captures the modern approach to jewellery.
“Our pieces are extraordinary,” says Cecily Morris of the brand’s enduring relevance and desirability. “David Morris is renowned for design and beautiful gemstones, and I think that is what attracts women to us.”
The film also offered Jeremy Morris a timely opportunity to reflect on the brand’s 60-year heritage, its style evolution and continued embrace of the digital revolution. “Stylistically, the brand is built on being fashionable. The brands in the Sixties were pretty ‘stuffy’, then my parents came along and they were using materials that other people weren’t using. Today, we are still leaders in the fashion of jewellery.”
FARFETCH’s Head of Jewellery, Min Lee also added “Following on from the launch of David Morris High jewellery collection on Farfetch.com, we are pleased to continue our partnership with such a renowned brand, and offer our customers the opportunity to add these truly unique pieces to their collections.”