In Copenhagen, design is never just design. It is a way of living, functional, human-centred, sculptural. And this season, Georg Jensen, the Danish house founded in 1904, reminds us that jewellery, much like architecture, is not only about adornment but about expression.
The brand’s new autumn-winter 2025 campaign, titled Conversations in Shape, is a dialogue between two disciplines – jewellery and architecture – that have always spoken to each other. Featuring model Daniela, photographed by Tanya and Zhenya Posternak, the campaign is captured at Copenhagen’s Bellevue Theatre and the surrounding Bellavista housing development, a 1936 Bauhaus landmark designed by Arne Jacobsen. It is one of Denmark’s most celebrated examples of Modernist architecture. The perfect backdrop, then, for jewellery where the lines are as much about clarity as they are about intimacy.
In the new campaign, geometry meets gesture. The modular Fusion rings and pendants – originally designed by Nina Koppel in the late 1980s – interlock in fluid combinations of yellow gold and warm white enamel. Daniela layers three Fusion pendants and two Fusion bangles, each part of a collection of 18kt gold accessories inspired by Koppel’s original three-piece ring.
Jacqueline Rabun’s Mercy and Offspring collections, meanwhile, bring sculptural softness to the scene; their organic curves amplifying the clean horizontals and verticals of Jacobsen’s design. It is, as the campaign name suggests, a conversation: a play of light and shadow, hard and soft, permanence and intimacy.
The Bellevue Theatre was conceived as a cultural meeting place, a space for conversation and performance. In setting jewellery against its pale concrete and rhythmic lines, Georg Jensen underscores its belief that what we wear is as architectural as the spaces we inhabit.
The collections featured are some of Georg Jensen’s most enduring, but each arrives this season with renewed presence. The Fusion bangle traces the collection’s signature wave motif, a pattern both elemental and symbolic of connection. Offspring – with its interlinked rings and pendants – celebrates relationships, those ties that bind. On this occasion, it comes alive in sterling silver with diamonds.
Mercy, one of Rabun’s most poetic designs, grows into new dimensions: sculptural swirl ear hoops in 18kt yellow gold, the open bangle, and a big twist bangle in silver.
What sets Georg Jensen apart is its unbroken thread of Danish design heritage, more than 120 years in the making. Since its founding, the house has worked with artists and designers who see jewellery not as ornaments but as art for daily life. And, naturally, that ethos runs through Conversations in Shape, where architecture and jewellery are beautiful because they are lived in.
For more, visit georgjensen.com
Georg Jensen
FUSION Pendant
Georg Jensen
FUSION Small Earhoop
Georg Jensen
FUSION 3pcs Ring
Georg Jensen
FUSION Bangle
