Kendra Scott has long embraced the Western lifestyle. She even married a well-known country artist, Zac Brown, in May.
And now, she’s leaning deeper into the country music community, tapping alt-country group, Chaparelle, to star in the summer campaign for her buzzy Yellow Rose by Kendra Scott collection. Chaparelle is a trio comprised of indie pop singer Zella Day, singer-songwriter Jesse Woods and producer Beau Bedford.
“Music has always been at the heart of Yellow Rose by Kendra Scott,” said the designer, who serves as chief visionary officer. “Fashion and music share a powerful connection, each inspiring self-expression, storytelling and individuality. From an artist’s personal style to their presence on stage, what they wear becomes an extension of their artistry. As we launch our summer collection, we’re honored to partner with Chaparelle, whose modern romance embody the spirit of this collection. Zella and Jesse represent the next generation of country music, and their creativity, confidence and style make them the perfect faces of Yellow Rose by Kendra Scott. Music inspires fashion, and fashion inspires music, and we’re proud to celebrate that connection through this campaign.”
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Day added: “What I love about Yellow Rose by Kendra Scott is that it feels timeless without feeling expected. My style is very connected to the music Jesse and I make as Chaparelle. Simple, romantic and hopefully hard to place in one exact moment in time. I want the jewelry I wear and the clothing I choose to reflect that same philosophy. Being part of this summer campaign was really special because it celebrated the connection between music, personal style and storytelling in such an authentic way.”
The ads, which feature Day and Woods, is titled Rooted in Rhythm, and will be featured on the Yellow Rose by Kendra Scott website as well as on its social media channels and in stores.
The Austin-based Scott, who got her start in jewelry in 2002, has since branched out into apparel, boots and accessories through her Yellow Rose by Kendra Scott brand. Yellow Rose by Kendra Scott, which launched in 2023, is inspired by her family’s Texas ranch and marries American Southwestern ranch culture with trend-right styles for everyday wear. Since its debut, the brand has created a jewelry collection for singer Lainey Wilson and has also partnered with Wrangler on a denim-themed collection. It opened its first store in Austin in 2024 and now operates five stores across the U.S., including its latest addition, Nashville, the brand’s first store outside of Texas.