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Kristin Cavallari is going back to her roots with a bold new campaign for Uncommon James.
The 39-year-old reality star and entrepreneur modeled pieces from her jewelry brand’s new Detour collection in a desert-set campaign that she described as a return to “old-school Uncommon James.”
Cavallari opened the Instagram carousel with a close-up shot of herself leaning against a row of mailboxes in the sun. She wore a fitted, light-wash denim corset-style top paired with layered gold necklaces, hoop earrings and stacked bracelets from the collection.
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Kristin Cavallari modeled jewelry from Uncommon James’ new Detour collection in a campaign photographed by Dennis Leupold. (Dennis Leupold/Uncommon James)
Her blonde hair was styled in loose, windswept waves as she rested one hand against the mailboxes and looked directly at the camera.
“The new Detour collection is here and we’re throwing it back to old-school @uncommonjames: effortless, edgy and the ultimate cool-girl jewelry 🖤,” Cavallari captioned the post.
A second image pulled back to reveal the rest of the unexpected look.
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Kristin Cavallari embraced a throwback aesthetic for the roadside campaign, which she described as “old-school Uncommon James.” (Dennis Leupold/Uncommon James)
Cavallari posed beside the mailboxes in white lace underwear and slouchy cream-colored boots, placing one hand behind her head as she faced the camera. The denim top stopped just above her waist.
In another shot, Cavallari looked down while leaning against the mailboxes, with one hand resting near her shoulder. The wider frame showed the stark desert landscape surrounding the roadside setting.
Fans had plenty to say about the throwback-inspired shoot.
“It’s giving Britney Spears Crossroads🔥,” one person wrote.
“Drop the leg workout routine immediately 🔥😄,” another commented.
One fan focused on the campaign itself, writing, “DETOUR looks so good on you 😉❤️🔥.”
Others weren’t as sold on the styling.
“You look gorgeous but not a fan of the outfit, less chic than usual :/,” one commenter wrote.
Another questioned the unusual setting, asking, “Love her, but why at a post office?”
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Kristin Cavallari leaned into the “effortless” and “edgy” style she envisioned for Uncommon James’ Detour campaign. (Dennis Leupold/Uncommon James)
The new campaign marks another chapter for the company Cavallari launched in 2017.
In an August interview with Business Insider, the former “Laguna Beach” star said Uncommon James remains at the center of her busy work schedule, alongside her Fizzen sparkling protein drink, “Let’s Be Honest” podcast and entertainment projects.
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“My three kids, who are 10, 12, and 14, are my first priority,” Cavallari told the outlet. “Next comes Uncommon James, the jewelry, skincare, and homeware company brand I launched in 2017.”
Despite being the face of the company, Cavallari said much of her work happens far from a traditional office.
“For the rest of the week, I’m usually working on my laptop at my kitchen counter,” she said. “It’s a mix of editing podcasts, prepping for guest interviews, and pitching projects over Zoom.”
Cavallari described herself as a “big picture” founder who particularly enjoys the creative side of building the brand.
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“I get really excited about marketing and big, brand moments throughout the year,” she said, while acknowledging she still finds herself involved in smaller decisions.
Her ambitions as an entrepreneur weren’t always part of the plan.
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Cavallari was 17 when she became a reality television star on MTV’s “Laguna Beach: The Real Orange County” before later appearing on its spinoff, “The Hills.”
“When I was on ‘Laguna Beach,’ I didn’t have business aspirations,” she told Business Insider. “To be honest, I don’t think I had any aspirations at 17. Once I was on TV, however, doors opened, and I ran with the opportunities.”
That eventually led Cavallari to launch Uncommon James.
Kristin Cavallari is a mother and entrepreneur. (MEGA/GC Images)
“I wanted to prove to everyone, and to myself, that I could make it in the branding world,” she said. “That’s why I launched Uncommon James.”
Nearly a decade later, Cavallari said her definition of success has shifted.
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“I’ve done the hustle, and although I’m still grinding, success for me would look like slower mornings, a peaceful mind, and having time in my day to do what I want.”