Luxury’s New Big Three: David Yurman Taps NBA Style Savants For Its Latest Campaign
Luxury fashion isn’t what it used to be—a realization that has spawned more benefits than bereft. Gone are the days when the industry was comprised almost exclusively of the (mostly European) legacy names that dominated the discipline for decades. And even longer gone are the times when the esteemed (mostly European) clientele held sole access to the sumptuous garments and polished accessories thought to be outside the reach of any other demographic.
Fashion’s face has since changed drastically. The current epochal chapter of clothing and culture is, quite literally, a whole different game with an entirely new roster of players.
Over the last decade-plus, fashion and professional sports have become enigmatically intertwined due in part to select athletes’ blossoming celebrity profiles and support from major American sporting leagues promoting endeavors outside the field of play. While it’s become increasingly more common to see your favorite NFL quarterback rocking a designer look en route to the locker room, the NBA—thanks to its ever-growing pool of modish talent—owns the title of “trailblazer” when examining fashion’s new age and the subversion of traditional identities associated with athletics.
Beginning in the mid-2010s as a sprouting groundswell concerning the pre-and post-game attire of the league’s larger-than-life personalities, the hype surrounding NBA style has since developed a cult following, turning role players into runway models and premiere ballers into bonafide brand ambassadors.
Leading the charge is a list of sartorially-inclined seven-footers and style forward…well…forwards redefining what it means to maneuver about both domains skillfully. As three faces positioned at the top of this index, frequently spotted fitted up for the ritual tunnel walk, pro hoopers D’Angelo Russell, Kyle Kuzma, and Jalen Green comfortably exist at this nexus of peak athletic performance and highly curated fashion taste. While each at different and defining points in their respective careers, the style-inclined athletes are unconsciously bound by a shared regard for presentation both between the lines and off-court.
As the second overall pick in the 2016 NBA draft—to the Los Angeles Lakers, no less—Russell was thrust into the spotlight before he even stepped into the team’s facility. Approaching his tenth season in The Association, the skillful guard has since refined his play style and wardrobe to match a matured outlook cultivated from years of experience. In a similar vein, Kuzma also began his career in Hollywood, even playing an integral part in LA’s 2020 championship run. Finding himself on the opposite coast these days, the Washington Wizards wing now not only garners attention for his astounding scoring abilities but for his boundary-pushing ensembles in tandem—I think about THAT sweater more times than I’d care to admit. Expanding on the blueprint set before him by the likes of Russell and Kuzma, Green stands among the latest crop of emerging stars, taking the NBA by storm one posterizing dunk and viral-worthy fit pic at a time. A product of basketball’s first true social media generation, the marquee talent for the Houston Rockets maintains a steady sense of identity in every respect, allowing him the space and flexibility to express himself as he feels fit.
Recognizing the effect each player has had in advancing the sport further into the luxury space, David Yurman, America’s foremost jewelry brand, unites these interdisciplinary athletes to help feature three signature collections tailored to their personality, style, and craft. Highlighted in a three-part docuseries, The House of David Yurman calls on Russell, Kuzma, and Green to communicate the importance of self-expression in their lives and how their distinctive styles have developed over time.
Pairing Russell with the coveted Chevron collection—inspired by art and architecture, with precise angles suggesting forward motion and the pursuit of excellence—the all-star guard speaks on dedication to his craft and an obsessive work ethic. For Kuzma, the Curb Chain collection reflects the brand’s continued commitment to craftsmanship above all else, creating timeless pieces that feel impactful and outlast passing trend cycles. Wearing selections from David Yurman’s Spiritual Beads collection, Green is reminded to keep a centered disposition amidst life in the spotlight as a young pro athlete.
Culminating in an exclusive event hosted at the Athletic Club in Los Angeles to celebrate the brand’s first-of-its-kind collaboration, David Yurman’s intersection with pro basketball cements the sport’s rising influence in modern culture while simultaneously underscoring the heralded jewelry brand’s devotion to artistry and excellence across industry lines.
Exploring the idea of style as it relates to the NBA, Highsnobiety gathered Russell, Kuzma, and Green for a conversation briefly detailing their growth within fashion’s evolving landscape.
Kyle Kuzma: To me, style is my go-to form of self-expression; it’s the ultimate communicator of who I am and my interests. The fit could be bold or something more laid-back, but regardless it reflects who I am and what I stand for. It's the perfect way to show a bit of my personality.
Jalen Green: I feel the same way. From the tunnel fits to what you’re wearing on game days and everything in between, it’s all about self-expression. It definitely took a little bit of time for me to come into my own stylistically, though. Like, I started with something like skinny jeans when they were popular and built from there.
D’Angelo Russel: From my perspective, what style means to me has changed over time, too. As I’ve matured, I feel like I’ve just begun to comfortably come into my own. "Anything goes" is the cool trend nowadays, and I feel like that was kind of my lane from the jump.
KK: I remember it was my grandma who got me into fashion. She’d take me to Church every Sunday as a kid, and we would all get dressed up. But it wasn’t until I entered the league that it clicked for me, and I really got to figure out my sense of style.
JG: I had one friend who kind of helped me get into fashion. He always had different types of clothes every time I'd go to his house. But as I started to get further into this world, it's just been about what I like.
DR: I mean, that’s what it’s all about, right? Just being able to express how you feel. We've turned the tunnel walk into an opportunity to get your look off and get some positive attention. It suits the more youthful direction the league is trending toward.
KK: I think social media has played a huge role in this shift, too. It gives us a platform to connect directly with fans and showcase our personalities outside the court. Plus, there's a growing appreciation for individuality and creativity in fashion.
DR: I think we all fit that same role in a sense. I see the direction that David Yurman is trying to go in: collaborating with guys who are a little more outside of the box like us.
JG: This is actually really dope for me. My mom had David Yurman jewelry, so I’ve always known about the brand. Now, I have a chance to look deeper into the collections and see the other things that they are creating.
KK: It really is such an incredible honor. David Yurman is known for its craftsmanship and timeless style. For them to see value in what NBA players bring to the table in terms of style and personality—it shows that our influence and impact go beyond the game.
JG: I feel like this is just the beginning. I’m just going to stay tuned for what’s next.
Watch the three-part docuseries and discover more about the special collections here.
