- Emily Ratajkowski, 34, and her 5-year-old son Sylvester "Sly" Apollo Bear starred together in a Chanel Fine Jewelry Mother's Day campaign posted on Instagram on April 27, 2026.
- The campaign, themed around the Luther Vandross classic Never Too Much, captures an unscripted, playful mother-son exchange; Sly's charm made him the breakout star of the shoot.
- Ratajkowski wore pavé diamond-encrusted braided choker necklaces, a bedazzled bracelet, black stone and diamond-encrusted chain link bracelets and watches, and statement silver and diamond cocktail rings, all from the Chanel Coco Crush collection.
- The campaign marks Sly's modeling debut and is Ratajkowski's first known partnership with Chanel Fine Jewelry.
Emily Ratajkowski is giving fans a rare, sweet look at her life as a mom. On April 27, the model and My Body author debuted a Chanel Fine Jewelry Mother’s Day campaign on Instagram alongside her 5-year-old son Sylvester “Sly” Apollo Bear, and the kid practically stole the whole show.
Dressed in white pants and a crisp button-down shirt, Sly runs, plays, and poses naturally beside his mother throughout the shoot.
Ratajkowski keeps it effortlessly cool in jeans, a white tee, and a structured black blazer, layered with Chanel watches, necklaces, rings, and an ear cuff. She captioned the post: “Never ever too much. Happy Mother’s Day from Sly, @chanelofficial and me.”
The campaign’s voiceover captures a tender exchange where Ratajkowski prompts Sly with his go-to term of endearment “never too much,” a nod to the 1981 Luther Vandross hit.
The Chanel partnership follows a busy stretch of brand deals for Ratajkowski. Earlier this year, she fronted Gucci’s Beauty and the Bag campaign alongside Kate Moss, and before that, she starred in a campaign for Cymbiotika.
She also served as the face of Lounge’s Fall 2025 campaign, where she co-created an exclusive “Emily’s Edit” collection with the brand.
Chanel Fine Jewelry has historically tapped high-profile talent for its campaigns, having previously worked with faces like Keira Knightley and Kristen Stewart across its fragrance and fashion divisions.
Takeaways
This campaign is more than a jewelry ad, it’s a carefully crafted identity moment for Ratajkowski. Motherhood has become central to how she presents herself publicly, and pairing that with one of the world’s most prestigious luxury houses sends a clear signal: she’s not just a model, she’s a lifestyle brand.
Bringing Sly into the frame isn’t just endearing, it’s strategically smart. It deepens audience connection and gives the campaign a viral, human edge that polished editorial shoots rarely achieve.
For Chanel, leaning into an authentic mother-son dynamic rather than a purely glamorous setup reflects a broader industry shift, luxury brands are chasing relatability alongside aspiration.
Does featuring her son in the campaign blur the line between personal life and brand deal, and does that matter anymore in the social media era? As luxury brands increasingly tap model-mothers for campaigns, is “aspirational motherhood” becoming the new frontier for high-end jewelry marketing?
