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Jewellery

Style Edit: Graff’s ethereal butterfly motif takes flight anew

STORYSCMP Style Reporter
Model Xinyue Guo wears the latest iteration of Graff’s iconic butterfly motif in the new campaign photographed by Liz Collins. Photo: Handout
Model Xinyue Guo wears the latest iteration of Graff’s iconic butterfly motif in the new campaign photographed by Liz Collins. Photo: Handout
Style Edit

The new collection features a fluttering favourite, refined by Anne-Eva Geffroy and captured by Liz Collins

At Graff, the butterfly has long been a defining motif – one that returns this season with a more measured approach. In the new campaign, photographed by Liz Collins, models Rosalieke Fuchs and Xinyue Guo are set against Graff’s signature green – a controlled, atmospheric backdrop that allows the jewellery to remain the focal point. The imagery is deliberately restrained, with an emphasis on light and movement rather than overt drama.
Exquisite pieces from the new Graff Butterfly collection, as modelled by Rosalieke Fuchs in the new campaign. Photo: Handout
Exquisite pieces from the new Graff Butterfly collection, as modelled by Rosalieke Fuchs in the new campaign. Photo: Handout

That sense of fluidity carries through to the pieces themselves. A jewellery suite in shades of blue is built around marquise diamonds, from which pavé blue sapphires soften into blue tourmalines and white diamonds, totalling over 33 carats. The transition of colour is gradual and precise, lending depth while preserving the symmetry of the butterfly form.

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By contrast, the Butterfly Silhouette pieces adopt a more minimal, graphic language. Pavé-set diamonds trace each outline with clarity, exploring balance through repetition and scale. In some designs, multiple butterflies are layered to create a sense of rhythm; in others, a single motif is given space to stand alone, with negative space used to sharpen its presence. Occasional floral diamond accents introduce detail without disrupting the overall composition.

Handcrafted by Graff’s master artisans, each piece of the collection captures something of nature’s fleeting beauty while maintaining a sense of permanence. Photo: Handout
Handcrafted by Graff’s master artisans, each piece of the collection captures something of nature’s fleeting beauty while maintaining a sense of permanence. Photo: Handout

Elsewhere, colour is used with greater intensity. One suite moves seamlessly from deep red rubies through pink sapphires into white diamonds, mirroring the idea of transformation. Another, set in white gold, brings together over 41 carats of rubies and diamonds, with marquise rubies anchoring each butterfly and pavé-set ruby outlines heightening the richness of the design.

Handcrafted by Graff’s master artisans, each piece captures something of nature’s fleeting beauty while maintaining a sense of permanence. For more than half a century, the butterfly has remained central to the house’s visual language, marking moments of change as well as continuity.
The butterfly remains key to Graff’s aesthetic, marking moments of change as well as continuity. Photo: Handout
The butterfly remains key to Graff’s aesthetic, marking moments of change as well as continuity. Photo: Handout

As Anne-Eva Geffroy, design director at Graff, reflects: “Rich in symbolism, the butterfly remains an endless source of inspiration – an outline that invites boundless creativity and artistic exploration. Within our high and fine jewellery collections, every curve, contour and proportion is considered with precision. Through the remarkable expertise of our artisans, each creation comes to life, expressing movement and technical mastery across every wing.”

Rather than reinterpreting the motif entirely, Graff refines it – adjusting scale, proportion and colour with subtle precision. The result is a collection that feels both consistent and beautifully evolved.

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