NewsHK
Brand identity in the celebrity-founded jewelry segment tends to drift as founders add product lines. Kristin Cavallari's Uncommon James is betting it can recalibrate.
The 39-year-old founder launched the Detour collection with a desert-set campaign she described as a return to "old-school Uncommon James: effortless, edgy and the ultimate cool-girl jewelry." The campaign, shared on Instagram, placed Cavallari beside a row of roadside mailboxes in a stark desert setting.
She wore a fitted light-wash denim corset-style top with layered gold necklaces, hoop earrings, and stacked bracelets from the new line.
Later frames in the carousel revealed white lace underwear and slouchy cream-colored boots, blonde hair in loose windswept waves.
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