April 21st, 2025 – Jewelry has long served as a subtle—yet powerful—form of personal storytelling. In its latest campaign, David Yurman elevates that narrative by placing two of basketball’s most influential voices at the forefront. Carmelo Anthony and Jaylen Brown headline the brand’s newest Men’s Curb Chain Collection campaign, offering a fresh vision of modern masculinity shaped by generational legacy, personal reflection, and refined taste.
Shot by Set Free Richardson, a creative force known for his ability to fuse art with cultural commentary, the campaign unfolds in intimate, unexpected settings. It’s not about the arena—it’s about the quiet moments between wins. Jewelry, here, becomes more than an accessory; it becomes an heirloom in the making, a symbol of self-assured presence, and a conduit for conversation across generations.
Long regarded as a staple in men’s fashion, the curb chain has taken on new meaning in recent years—a symbol of strength, fluidity, and timeless elegance. In David Yurman’s hands, it becomes a canvas for craftsmanship and quiet power. The designs are tactile, weighty, deliberate. They’re meant to be worn daily but never go unnoticed.
Through this campaign, the brand positions itself as the destination for modern men’s jewelry—refined yet expressive, steeped in tradition but unafraid of evolution. And for a generation of athletes turning to fashion as a platform for identity, these pieces offer a medium that transcends trends.
In one of the campaign’s defining images, Carmelo Anthony is captured in a poignant exchange with his son, Kiyan Anthony, over a game of pool. The mood is contemplative, casual yet weighted with meaning. Styled by Khalilah Beavers, Anthony wears the Curb Chain like armor—polished but personal—while discussing life beyond basketball.
“I’ve always gravitated to unique pieces that tell a story, and these collections truly reflect that level of artistry and narrative.”Carmelo Anthony, Ten Time NBA All-Star
In his presence, the jewelry doesn’t compete—it complements. It reflects a man at ease with himself, aware of his legacy, and deeply committed to passing on more than just his skill set.
Meanwhile, Jaylen Brown—known as much for his cerebral approach to the game as his on-court talent—is depicted in a quiet game of chess with his grandfather, Willie Brown. The visual metaphor is unmistakable: strength lies not only in physicality but in intellect, restraint, and intention.
Styled by fashion power duo Wayman & Micah, Brown’s look is clean, tailored, and understated. But the jewelry—sleek links layered just so—commands attention.
“Jewelry is a statement—it’s about energy and presence. David Yurman’s designs allow me to express myself and show up elegant and timeless.”Jaylen Brown, 2024 NBA Finals MVP
The campaign is more than a showcase for David Yurman’s latest designs—it’s a meditation on identity, legacy, and the quiet power of expression. These athletes are not just modeling pieces; they’re interpreting them, embedding each chain with personal meaning.
“Their ability to inspire both in the game and in culture makes them the perfect ambassadors for our brand. Jewelry is an extension of personal style and they wear it with authenticity and confidence.”Evan Yurman, President of David Yurman
By choosing moments of introspection over spectacle, the campaign makes a compelling case for jewelry as memory, as movement, as mindset.
In a culture where style is increasingly a form of self-definition, this campaign reminds us that elegance doesn’t need to shout to be heard. Sometimes, it’s the subtle chain around your neck that says the most.
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