David Yurman’s Chevron collection has long existed as a core design within the brand’s men’s offering, but its latest chapter signals something more deliberate. This is no longer simply a motif-led collection; it is being positioned as a statement about identity, progression and modern masculinity.

At the centre of this shift is Michael B. Jordan, whose role as global brand ambassador brings a new layer of meaning to the collection. The Spring 2025 campaign places him within a narrative built around self-expression and the pursuit of excellence — themes that mirror both his own career trajectory and the directional symbolism of Chevron itself. 

The campaign imagery, shot in New York, reinforces this positioning. Movement, contrast and intention are central, with light and shadow used to echo the carved structure of the jewellery and the broader idea of forward momentum. 

The Meaning Behind Chevron

Chevron, as a motif, carries a long-standing visual history, but within David Yurman it has evolved into something more architectural. Originally introduced in 2007, the design draws on influences from art and architecture while reinterpreting the brand’s signature Cable form into something sharper and more controlled. 

This distinction is key. Where Cable flows, Chevron directs. Where one suggests continuity, the other suggests movement and intent. It is this shift that allows Chevron to sit so naturally within the current evolution of men’s jewellery — a category that has moved away from subtlety towards structure, presence and individuality.

The pieces themselves reflect this thinking. Deeply carved grooves and highly polished surfaces create a deliberate contrast between light and shadow, giving each design a sense of depth and precision that goes beyond surface decoration. 

From Ancient Symbol to Modern Signature

Chevron may feel inherently modern within David Yurman’s men’s collections, but its origins stretch far beyond contemporary jewellery. The “V” formation is one of the oldest visual motifs in human history, appearing in ancient architecture, ceramics and decorative arts as a symbol often associated with movement and protection. 

Within the context of David Yurman, that history is not simply referenced — it is reworked. Long before the brand became established, David Yurman’s early sculptural work incorporated similar angular forms, grounding the motif within the brand’s artistic foundation. 

The turning point comes with Evan Yurman, who reinterprets Chevron through a contemporary lens. Drawing on industrial design and architecture, he evolves the brand’s signature Cable into something sharper and more controlled — a mirrored structure that folds back on itself, creating a sense of momentum within the form. 

This transformation is what defines Chevron today. Deeply carved grooves meet polished planes, producing a deliberate contrast of light and shadow that gives each piece a sculptural, almost engineered presence. 

What emerges is not simply a motif, but a design language — one that bridges ancient symbolism, modern architecture and the precision of contemporary jewellery making.

From ancient symbol to modern structure, Chevron is reimagined through interlocking forms, directional lines and sculptural precision across bracelets and rings. Image credit: David Yurman

A New Language of Masculinity

What the latest campaign does particularly well is position jewellery not as an accessory, but as part of a broader conversation around masculinity and self-expression.

Jordan himself has spoken about this shift, noting that jewellery is no longer understated, but something to be appreciated and embraced as part of personal style. 

This is where Chevron becomes more than design. It becomes symbolic.

The “V” formation has been interpreted within the campaign as a marker of ambition and excellence, aligning with the idea of constant progression. In Jordan’s own words, the collection resonates with a mindset of pushing forward, of evolving — both personally and professionally. 

There is also a cultural nuance here. The association with “GOAT” — the greatest of all time — adds a subtle layer of meaning that connects the collection to contemporary language and aspiration, without needing to overstate it.

Michael B. Jordan fronts David Yurman’s Chevron campaign, positioning the collection within a modern narrative of identity and ambition. Image credit: David Yurman

From Product to System

Rather than focusing on a single hero piece, Chevron operates as a complete design system across bracelets, rings, pendants and tags. This consistency allows the collection to function as a wardrobe rather than a one-off purchase — something that reflects how men are increasingly engaging with jewellery today.

The category itself has grown significantly for David Yurman since its introduction in 2004, evolving from a niche offering into one of the brand’s most important areas of expansion. 

Chevron sits at the centre of that growth, acting as both a recognisable design signature and a platform for continued development.

Chevron rings in yellow and rose gold highlight the collection’s carved structure, where polished surfaces and diamond-set channels create depth and movement. Image credit: David Yurman

The Campaign as a Statement

The decision to centre the campaign around Michael B. Jordan is not incidental. His progression from actor to director and producer mirrors the themes embedded within Chevron — discipline, evolution and control.

As Evan Yurman has noted, Jordan’s authenticity and work ethic reflect the values the brand aims to communicate through the collection, reinforcing the idea that jewellery is not just about appearance, but about intention and identity. 

This alignment between individual and product is what gives the campaign its strength. It does not feel imposed; it feels coherent.

The Jewels Club Take

Chevron works because it understands where men’s jewellery is now, not where it used to be.

This is no longer about minimal additions or quiet accessories. It is about structure, identity and consistency — creating a language that can be built over time rather than worn once and forgotten.

What David Yurman has done here is take an existing design and reposition it with clarity. By aligning it with culture, with narrative and with a figure like Michael B. Jordan, Chevron moves beyond being a motif and becomes something more relevant: a marker of how men are choosing to present themselves today.

Discover More

Explore how Chevron translates across different pieces, from sculptural rings to layered pendants, and how the collection continues to evolve within David Yurman’s growing men’s category.

Discover the full collection: davidyurman.com

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