Above genders. Both feminine and masculine. Genuine and radical. Innovative and inspiring. The Icons campaign is a reflection of a Maison that, since it was established in 1858, has stretched the limits of High Jewelry by offering pieces to wear, released from the safe. Pieces to be felt by the skin and the mind. Those we choose to be empowered with, to show our true selves, to stand out. Between style and innovation, heritage and avant-garde, discover Icons as Boucheron goes XXL.

From the genius of famed photographer-stylist team David Sims and Emmanuelle Alt, the Icons campaign reaffirms Boucheron’s standing as the first jeweler to open a boutique on Place Vendôme.

Beyond this dynamic duo, the jeweler has also called upon two icons to embody the five worlds of its emblematic collections. Boucheron femininity is now personified by model Anja Rubik, chosen for her pure beauty and natural sophistication. Her male counterpart is with a radiant personality that exudes Boucheron’s masculinity, a first for a corporate campaign.

At times accumulated, other times individually, but always XXL, the Boucheron icons are central to the images. Quatre, Serpent Bohème, Jack de Boucheron, and the Vendôme Liseré collection form the campaign’s four jewelry episodes. For High Jewelry, the iconic Question Mark necklace embodies the savoir-faire of the workshops at 26, place Vendôme. This avant-garde creation, designed in 1879, is also paying tribute to another historic Boucheron icon in this campaign: the Countess of Castiglione.