WA jeweller Linneys has turned up the heat for its 2013 campaign, bringing in former Victoria's Secret model Jessica van der Steen and Perth model David Genat as new faces of the brand.

The racy campaign, which was launched on Saturday at a garden function held in Kings Park, is a big departure from the jeweller's usual fashion-driven campaigns, which were previously fronted by Perth-raised stars Jessica Marais and Melissa George.

Taking on an "au naturel" Garden of Eden theme, the steamy images - which were shot in an idyllic garden tucked within a private Sydney estate - show a seductive-looking van der Steen posing near-nude with Genat while donning the brand's latest designs.

On why the company decided to take such a direction for its new campaign, assistant creative director Justin Linney said it was all about showcasing the jewellery as the centrepiece.

"This year we just really wanted to showcase the jewellery on a blank canvas, rather than having styling involved in the shoot, actually just having the jewellery by itself as a hero so it really tells the story," he said.

"It was definitely a challenge to do it in a fashion that sort of suited our style and our business but I think it comes across pretty strong in the campaign and the response has been really good so far."

Upon searching for inspiration for the garden-themed campaign, Linney and his father Alan Linney travelled to Europe and visited a number of iconic garden locations.

"We actually went on a bit of a family European holiday and went to the Chateau Versailles in France and Villa de Rothschild in the south of France, then through Italy and Florence and Lake Como," he said.

"We were then able to sit down and put some of the things we'd seen on to paper and translate that into the jewellery, so I think that process was quite enjoyable, and for me I didn't want to do a collection on something that I hadn't really experienced, so when I saw some of these amazing gardens it put it all into perspective."

Enlisting Belgium-born van der Steen and Genat as the new faces of the brand was also a no-brainer, Linney said.

"Jessica really embodies the spirit of our brand," he said. "Obviously being an international model, she fitted what we wanted from the shoot and she's really gorgeous as well in a sophisticated way."

"We shot with (Genat) on a campaign early on in the piece and he went on to work overseas where he's shot (for) Hugo Boss and Polo Ralph Lauren and has been really successful, and this year we've shot with him again. We're known for having an Australian representative within our campaign, so it was important to incorporate that as well."

The Linneys 2013 jewellery campaign is expected to be rolled out in the coming weeks.

The West Australian

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