John Hardy Bets Its Biggest Collab Ever on Billie Eilish, a Lab-Grown Diamond, and Her Brother

John Hardy, the jewelry brand built around sustainability, has released two collections co-designed with Billie Eilish and her brother Finneas O'Connell, about a year after the siblings became the brand's first-ever celebrity ambassadors. The Wildflower collection leans into Eilish's softer, more romantic register, and Screwball takes the rock-and-roll edge; both were developed alongside creative chairman Reed Krakoff, formerly of Tiffany & Co.

John Hardy president Matt Tepper did not undersell the scope of it: "We don't really do a lot of collabs," he said, calling this one "by far our biggest." Pieces run from $195 to $2,400, well below the brand's $50,000-to-$80,000 showstoppers, and use lab-grown diamonds, including a proprietary cut reserved only for lab-grown stones. The campaign, shot on Super 8 film by creative director Trey Laird, will run across the siblings' own channels, where Eilish alone reaches more than 123 million Instagram followers.

The collections sell primarily direct-to-consumer through John Hardy's online store and its seven owned locations, with a wholesale exclusive at Nordstrom. For a brand that generates over $100 million a year mostly through wholesale, handing its biggest campaign ever to two musicians with a combined audience in the hundreds of millions is less a bet than a down payment on relevance.

Source: Glossy

Kyle Duford, Founder & Editor, BRNDWIRE. More from Kyle →