By Way Of Looks to Painter Alex Katz for Its "Artist as Muse" Campaign
Turkish-born and New York-based jewelry brand By Way Of is flipping the script and looking to the artist as its muse for its latest campaign.
Artist as Muse is inspired by renowned New York painter Alex Katz, who was loved for his ability to enliven scenes from everyday life with his provocative use of color, shapes and motifs. This contrary approach speaks to founder and designer Oya Tekbulut's ethos as By Way Of marries art, design and fashion. With a master's degree in industrial design from Pratt Institute, Tekbulut excels at finding the balance between simple and ethereally elegant designs.
The campaign selects creative couple Oyku Bastas and Furkan Temir to reimagine Katz' iconic paintings, with Bastas acting as her partner's muse. One of Katz' most famous works, The Black Dress, serves as the campaign's creative compass with Bastas striking six distinct poses to replicate the enigmatic painting. Bastas pairs the sculptural Luna Cuff with the classic black dress, illustrating its timelessness. Elsewhere, the Mavi necklace, which mimics the waves of the ocean with its molten shape, while the bold Hypnosis earrings still exude power even in the shadows.
Take a look at By Way Of's Artist as Muse campaign in the gallery above and shop the handcrafted pieces on the brand's online store.
