A sun-drenched scene set within the coronary heart of the French Riviera is what FRED has chosen because the backdrop to its newest marketing campaign, during which a video captures not simply the carefree temper of summer time, but in addition the way it aptly encapsulates the exuberance of the jeweller’s distinct aesthetic and character.
The movie follows the adventures of a gaggle of sun-seekers, who’re seen basking within the pleasure and heat of the season—they cruise down the idyllic shoreline in a convertible, dive into the glowing blue ocean and set off on a sailboat experience, all whereas, after all, stylishly decked out within the model’s iconic jewelry collections.
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There’s a couple of motive why FRED has come to be generally known as The Sunshine Jeweller within the years because it was based in 1936, and essentially the most vital amongst them is undoubtedly the way it has by no means stopped drawing inspiration from the sunny persona and imaginative and prescient of its founder, Fred Samuel.
He was identified for his irrepressible joie de vivre and heat outlook on life, which has, naturally, been translated into FRED’s jewelry designs. Having grown up in sunny Buenos Aires, Samuel additionally had a ardour for the ocean—this was what gave rise to a few of the most iconic jewelry designs within the maison’s historical past.
By that, we’re referring to the Pressure 10 assortment—arguably the model’s hottest jewelry line, which is immediately identifiable by its distinctive design impressed by crusing cables and marine carabiners. Pressure 10 is exclusive for its unisex aesthetic, interchangeability and flexibility—it’s positive jewelry that may be worn in a number of methods and works superbly as an on a regular basis piece.
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The Likelihood Infinie line is yet one more well-loved assortment of FRED that has an analogous although extra female enchantment. Whereas the cable bracelets listed here are clearly an advanced model of the Pressure 10 fashion, they stand aside with a special buckle design that represents infinity and eternity. The road additionally contains delicate chain bracelets and necklaces, in addition to bolder, diamond-studded kinds which are trendy statements of luxurious.
FRED can be about celebrating the joyful moments in life, as seen in Fairly Girl, a set made for individuals who’d not solely wish to put on their hearts on their sleeves, but in addition as glowing jewelry across the neck, on the ears, fingers and wrist.
These three collections—seen in each positive jewelry and excessive jewelry designs—are the true stars of the brand new marketing campaign and shine with their distinctive heat and brilliance within the movie’s sun-filled scenes.
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This story was first seen on Elle.Sg.
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