MIKIMOTO Campaign

MIKIMOTO has long been positioned as an iconic luxury jewelry brand associated with tradition, refinement, and exclusivity—often worn by royalty in Japan. While this heritage defines the brand, it also created a narrow and dated perception of modern women.

Defy was developed to strategically evolve MIKIMOTO’s brand positioning, shifting from a conservative luxury image to a more contemporary and inclusive expression. The campaign challenges entrenched stereotypes and reframes MIKIMOTO as a brand that empowers individuality and self-definition. At its core, Defy communicates a simple belief: every woman can be a MIKIMOTO woman.

📍San Francisco

🗓️ 2019