Russian Label Avgvst Jewelry Showcases Timeless Designs in "Lollipops" Collection
Lensed through a campaign that tells the stories of those who are unable to wear jewelry.
For those unfamiliar with the up-and-coming name, Avgvst is an “I don’t wear jewelry” brand that focuses on minimalism. Founded in 2013 by Natalia Bryantseva, its demi-fine jewelry is loved for its timelessness and simplicity, as well as its focus on sustainability.
Lensed by photographer Emmie America, the “Lollipops” campaign takes inspiration from the punk culture and street photography of the ’70s. The visuals tell stories of those who are unable to wear jewelry for social and cultural reasons: “There is a teacher, a pilot, and a bank employee among them, and the story of each is not like the rest. This shooting was a moving experience for me. To look the way you want – this is the little that has not been prohibited in Russia yet. And you feel more acute how much this freedom is lacking in our society,” America spoke of the project.
The campaign captures standout designs that are complete with lollipop-like details achieved with “Blueberry Amethyst,” “Green Apple Quartz” and “Caramel Citrine.” The circular pieces are seen on bold rings and drop earrings, as well as pendants and chains.
You can head to Avgvst’s website to shop the “Lollipops” collection.