Kimora Lee Simmons has been chosen for a new print advertising campaign for her and Russell Simmons’ company, Simmons Jewelry Company.
The campaign, which will premiere in both Vanity Fair’s and Ebony’s July issue, focuses on the company’s Green Initiative collection that, in part, gives back to Africa.
The ad campaign will feature a sexy shot of Kimora naked from the waist up in shadow, except for her arms, which are covered in Green Bracelets. The copy reads, “Green: Empower Yourself Through Others.” With every purchase of a Green Bracelet, fifty percent of the net profits go to the Diamond Empowerment Fund to support educational programs in Africa.
The collection’s Green Bracelet, made from green malachite and a rough, African diamond that is Kimberley Process compliant — was the first Green Initiative piece available and celebrities have made it a must have item. Penelope Cruz, Paris Hilton, Beyonce, Naomi Campbell, Gabrielle Union, Serena Williams, Eddie Murphy, T.I. and others have been seen wearing the bracelet.
The collection was inspired by Russell’s trip to Africa to see how diamonds were empowering Africans where they are a natural resource. Upon returning from that trip, Simmons created the Diamond Empowerment Fund (D.E.F.), an international, non-profit organization, with a mission to raise money for educational programs to uplift the people and communities of Africa.
The ad will hit newsstands on Wednesday June 6. It will also run in additional magazines this fall.