Stephanie Seymour wearing the Velvet Haute Joaillerie in white gold, photographed by Mikael Jansson
Celebrating the quintessence of muses, style icons and powerful women throughout the ages, Geneva watchmaker Roger Dubuis launches a five-part photo shoot depicting modern day diva, actress and model, Stephanie Seymour, as the personification of its voluptuously feminine Haute Joaillerie Velvet line. Impossibly beautiful and irresistibly glamorous, the shoot is a fascinating Haute Photography essay, directed by Roger Dubuis’ Creative Director Alvaro Maggini, in which Haute Horlogerie meets Haute Couture, artfully sublimated by internationally acclaimed fashion photographer Mikael Jansson.
Stephanie Seymour wearing the Velvet Haute Couture Passementerie, photographed by Mikael Jansson
Watch fans and watch industry observers have come to expect the unexpected from Manufacture Roger Dubuis on all levels, and will not be disappointed with this campaign, which is no exception to its golden rule. This was never going to be about picking just any model with an attractive face and figure, and popping a watch on her wrist against an appealing backdrop. Instead, Alvaro Maggini turned to a powerful icon – 21st century true-life diva, actress and model Stephanie Seymour, who embodies feminine maturity and shares a number of the Roger Dubuis values. He then decided to create a dramatic decor featuring minimalist touches, distinctive colours and meaningful, evocative poses. All are designed to express the soul of feminine glamour in an extremely specific manner reflecting the extravagance and saturated overtones of the photographic greats of early fashion Haute Photography.
Stephanie Seymour wearing the Velvet Haute Couture Mink Fur, photographed by Mikael Jansson
Shot by leading New York fashion photographer Mikael Jansson, the resulting ultra-stylised images provide a tantalising glimpse into the incredible world of the Roger Dubuis Diva through a set of five iconic photographic portraits capturing the essence of feminine beauty. In this striking series of shots, Stephanie Seymour models ive different timepieces from the Velvet collection, with each stage-setting and each creation depicting a different facet of timeless feminine mystique.
Femme fatale elevated to the rank of supermodel alongside greats such as Linda Evangelista, Naomi Campbell, Tatjana Patitz and Cindy Crawford, Stephanie Seymour has been reigning on the catwalk for over 25 years and her incandescent beauty is more mesmerising than ever. Revealed by legendary master photographer, Richard Avedon, Stephanie Seymour has worked with many leading fashion magazines and designers, which naturally involved posing for well-known photographers including Herb Ritts and Mario Testino. A longstanding muse and great friend of the famous couturier Azzedine Alaïa, she has been the face of couture houses such as Christian Dior, Chanel, Versace and Yves Saint Laurent, and recently became the incarnation of Modern Beauty for Estée Lauder.
Stephanie Seymour wearing the Velvet Haute Couture Corsetry, photographed by Mikael Jansson
Renowned for his technical prowess and emotionally charged images spanning all genres, Mikael Jansson became famous with the creation of epic features with the biggest names in modelling for some of the leading avant-garde publications of the mid-nineties. Strongly influenced by Avedon, with whom he had the opportunity to work, Mikael Jansson has a track record that includes Vogue and W Magazine, and is a veteran of memorable campaigns for various fashion greats.
Stephanie Seymour wearing the Velvet Haute Joaillerie in pink gold, photographed by Mikael Jansson
In creating the distinctive climate for this shoot, the ever-eclectic Alvaro Maggini drew creative stimulus from great names such as George Hurrell – master of Hollywood Glamour in the 1930s and 40s; Dahl-Wolfe and his ground-breaking work for Harper’s Bazaar; Horst P. Horst, the 20th century’s king of fashion photography; as well as Edward Steichen and Henry Clarke.
Maggini and Jansson also found powerful inspiration in the supermodel’s own passionate nature: intense, vibrantly alive, exuding a personality brimming with emotion, character and maturity, and totally dedicated to cultivating elegance and daring character. The result is an exclusive international fashion statement channelling a typically unconventional Roger Dubuis magic, in which the iconic style of the golden Hollywood era is revealed through a contemporary yet timeless figure who is the very epitome of femininity.
Velvet Haute Couture Mink Fur
As Alvaro Maggini explains: “Velvet is an anthem of praise to voluptuously feminine charm and an expression of discreet yet genuine luxury enhanced with a dash of daring spirit. Stephanie Seymour embodies this special kind of magic and is the perfect representative for this highly evocative line. Glamorous, bold, voluptuous and impossibly beautiful, Seymour brings more than just good looks to the party. Like the Diva, her totally uncompromising character reflects a wish to express the most extravagant side of each of the models in the Velvet Collection for which she is the inspiration. The reined models of the new Velvet Collection with their trompe l’oeil case design, midway between a circle and a “tonneau” or barrel shape, accentuate an audacious style, while countless precious touches caress the sensual curves of the collection. Velvet playfully revisits the Roger Dubuis codes with a new
sophistication along with a latest-generation calibre, the mechanical self-winding RD821 movement – designed and developed in-house according to the purest traditions of watchmaking.”
Over and above a wish to highlight all that is different, Roger Dubuis’ Diva accurately reflects women of today in all their boldness and richness. Atmosphere and theatricality are the keynotes of these five poses reflecting the spirit of 1930s and 40s photography – powerfully reinterpreted by today’s women. These are women who never stop, are always seeking to turn each and every second into a precious moment and who are uncompromisingly demanding towards themselves. They are passionate and hugely admired, and the objects they come to possess hold the keys to another world. Freed from all that is illusory, they are drawn towards the essential heart of things. For them, instinct is a second nature. Contemporary and seductive, they cultivate the art of the extravagant. In this they are totally faithful to the spirit of the Diva, and are free to go where others fear to tread. In the spirit of a truly reined style, the Diva re-creates the purest expression of all that is chic. Elegance is important, but glamour even more so: the models in the Velvet Collection are quick to earn pride of place on a woman’s wrist. Being a Diva is about posture and bearing, about asserting strength and character. The Manufacture Roger Dubuis confirms its commitment to this vision of womanhood, initiated in previous campaigns including one featuring Daphne Guinness, through this daring new campaign starring Stephanie Seymour.
Velvet Haute Couture Passementerie Velvet Haute Couture Corsetry
Playing with graphic motifs on dials, subtly distorting the shapes of cases, turning bracelet attachments into precious links: while breaking with conformity, they nevertheless carry within them all the discipline of Haute Horlogerie, offering a unique combination of creative lair and technical expertise. The result is seen in watches that establish a permanent dialogue between virtuosity and poetry, and which bear the Poinçon de Genève hallmark of supreme outward and inward quality. In an ingenious reflection of these characteristics, the photographer’s portrayal of Stephanie Seymour and the Geneva watchmaker’s Haute Joaillerie line exudes both the outward and inner qualities of archetypal femininity, marking the time with their character day by day, while revealing an aesthetic rigour that is constantly stimulated by the desire to create something that is totally exceptional.
Beauty is impossible to categorise. It is in the details, the laws, the unique traits, and most importantly, the presence of a woman. Beauty is, as we all know, is in the eye of the beholder. There is no definition of beauty because there is no single defining quality. Every woman is beautiful in her own right. Aside from being the archetypal “quintessential beauty”, Stephanie Seymour perfectly its Shakespeare’s famous description of Cleopatra as the embodiment of femininity: “time cannot wither her, no custom stale her infinite variety.” In portraying the underlying essence of Haute Couture (Seymour) and Haute Horlogerie (Velvet), sublimated by Haute Photography, Roger Dubuis successfully depicts a fascinating juxtaposition of these various aspects of a modern day muse. Like Roger Dubuis’ Diva, for Stephanie Seymour, nothing is ever accidental or ordinary.
The world of the Diva is perhaps best defined by thinking of her as a ‘muse’. Her entire personality expresses a specific point of view or vision. Her daring character and passionate nature, totally dedicated to cultivating elegance pervade every inch of these portraits, both reflecting and reinforcing the power of the Velvet timepieces gracing her wrist.
Manufacture Roger Dubuis: the only Manufacture to be 100% Poinçon de Genève certiied.