Bespoke Campaign SS25

By: Lily Mattimoe

Introducing Samantha Siu New York’s “Bespoke” Campaign

We are excited to unveil Samantha Siu New York’s latest campaign, "Bespoke," a tribute to innovative design and timeless luxury. Shot in Brooklyn, New York, this campaign brings together the visionary talents of creative director and designer Samantha Siu alongside her team of dedicated creatives. Inspired by Samantha’s recent bracelet collection, "Bespoke" is a reflection of the brand’s ongoing commitment to revolutionizing the world of fine jewelry.

What to Expect from the “Bespoke” Campaign

Mark your calendars! The "Bespoke" campaign officially goes live on Friday, September 13th, at 6 a.m. EST. Viewers can expect a captivating visual experience, with stunning photography that showcases the beauty and artistry of Samantha Siu’s jewelry. Shot by the talented photographer Travis Matthews, this campaign pushes the boundaries of how jewelry is traditionally styled and presented. For the first time, the collection has been photographed in its most versatile and interchangeable forms—bracelets worn as necklaces, layered statement pieces, and bold combinations that exude creativity and elegance.

At the heart of the "Bespoke" campaign is the celebration of maximalism, one of the hottest trends in fashion today. Maximalism embraces boldness, encouraging fashion lovers to layer, stack, and mix metals in a way that feels true to their individuality. The campaign will highlight models adorned with stacked jewelry and mixed-metal combinations, inspiring jewelry enthusiasts to embrace their own unique style and make a statement.

London Fashion Week

In addition to the campaign, Samantha Siu New York is making waves at London Fashion Week, which kicks off on Thursday, September 12th. We are proud to be featured on the official London Fashion Week website and to unveil our first-ever documentary-style video, offering an exclusive behind-the-scenes look at the making of the "Bespoke" campaign. Shot and edited by Caleb Hundelt, this video offers a rare glimpse into the dedication, teamwork, and artistry involved in producing a successful campaign. Hear directly from Samantha Siu herself, along with Tola Kamara, the creative director and stylist of the shoot, as they share insights into the challenges and rewards of photographing jewelry in unconventional ways while ensuring the brand’s core essence shines through.

Throughout London Fashion Week, keep an eye out for influencers, models, and fashion enthusiasts wearing Samantha Siu pieces at events. For a closer look, follow us on Instagram @samanthasiunewyork to see how others are styling their favorite pieces from the collection.

A Labor of Love

As Samantha Siu New York continues to grow, we remain committed to infusing every piece with passion, creativity, and a deep respect for craftsmanship. The dedication and hard work of the entire team are evident in everything we do, and we couldn’t be more excited to share this journey with you. Stay tuned for more exciting updates, and join us in celebrating individuality, creativity, and timeless beauty through our "Bespoke" collection!

Team Credits:
Jewelry Designer - Samantha Siu
Creative Director and Stylist - Tola Kamara
Photographer - Travis Matthews
Models -
Erick
Justeen Cruz
Eden Love
Videographer - Caleb Hundelt
Makeup Artist - Jeanine Mangan
Assistant Photographer - Vivienne Rose McFarland
Social Media Content Creator/Assistant - Sanyukta Bhonsle
Styling Assistant - Lily Mattimoe
Hospitality/Assistant - Ava Witte