Nirav Modi: A Fashion Photographers Best Friend

In a new campaign for Nirav Modi (Indian diamond brand), legendary fashion photographer Peter Lindbergh features Rosie Huntington-Whitely in their latest campaign. Rosie Huntington-Whitely is known for her work as a model for Burberry and Victoria’s Secret and her acting role in ‘Transformers’. She appears in the commercial alongside Lisa Haydon, an Indian model and Bollywood actress, as well as a Romanian model, Andreea Diaconu, who also appears in the ad.

“The campaign is about modern femininity, which transcends borders. It is about the delight of a woman when she wears jewels, which complete her—that bring her joy and confidence. The vision for the brand has always been that the jewels are for women everywhere and not for a specific aesthetic or culture, and our three muses represent this vision,” said Modi.

The women are filmed in black and white as well as desaturated tones, wearing and handling the diamond jewellery.

Peter Lindbergh is a hugely successful fashion photographer, known for photographing the supermodels of the nineties Linda Evangelista, Cindy Crawford, Naomi Campbell and Christy Turlington, together for the first time. The photograph was on the cover of British Vogue in 1990. He has had many exhibitions since 1985 until now. He shot the Pirelli calendar twice. He was considered a pioneer in photography for redefining beauty in his images.

“This should be the responsibility of photographers today to free women, and finally everyone, from the terror of youth and perfection” said Peter Lindbergh.

The shoot is promoting the jewellery of Nirav Modi. Nirav Modi is 45 and is India’s youngest billionaire’s. According to Forbes, in 2016 his net worth was 1.6 billion. His family were jewellery merchants, where he began diamond trading and jewellery manufacturing. He would sort them according to size, colour and shape. 90 per cent of the world’s diamonds are cut in India. He then bought out two US companies. Modi decided to create a jewellery line in 2010. Today his jewellery pieces are often sold at auctions.

“We had a very old diamond from a royal family of Golconda and lots of these pink diamonds bought at a time when no one was buying. So we decided to create a modern jewel out of it for our launch” says Modi.

Nirav Modi is interested in diversity and proud of his ethnicity.

“The luxury world, and not just jewellery, is an Anglo-Saxon world. We want to be Asia’s first luxury brand” he says.

Rosie Huntington-Whitely is also featured in our newest TOP MODELS vol. 61 – It Girls, which is available on amazon.com.