FRED, 'The Sunshine Jeweler'
FRED, 'The Sunshine Jeweler'
For its latest campaign, the esteemed French jeweller turns to its founders' longtime source of inspiration.
By Dani Maher, in partnership with FRED
FOR THE ESTEEMED jeweller Fred Samuel, there was never any greater inspiration for his work than that of the sunlight which illuminated his life. Born in Buenos Aires in 1908, the son of a French jeweller spent his youth bathed in the glorious sunlight of temperate Argentina, his first home. Samuel returned to his motherland of France aged 16, where he grew up, began his self-titled jewellery business in 1936, and rediscovered his love of sunshine on the luxe yet laidback shores (and seas) of the French Riviera.
Sunlight was the lens through which Samuel viewed the diamonds and precious stones for which his Maison became famous, and the trait that came to define his personal character: One of warmth, care and an indomitable joie de vivre.
Now, nearly 90 years on from the inception of his namesake brand, it's no wonder that Maison FRED are calling upon their founder's sunlit fascinations for their latest campaign: 'The Sunshine Jeweler'.
'The Sunshine Jeweler' follows a group of sun-seekers in the vein of Samuel himself, each adventurer harmonious in their pursuit of an endless summer-a relatable pursuit for many of us who have spent many a sun-bathed season soaking up the rays while we can.
They leap freely from craggy cliffs into crisp water sparkling in the light; they let their hair down in the front seat of a convertible as they drive along a picturesque coastline. They allow the sun to warm their skin from the cool sea spray as they stand at the prow of a sailboat carving through the water; and take a solemn yet joyous moment of pause to track it's path below the horizon at the end of each luminous day, already anticipating its arrival the following morning.
Amid these moments, FRED treasures sparkle in that very same sunlight, allowing us to see with the optimistic eyes of Samuel himself, finding that unique glow as he always did across the Maison's signature Force 10, Chance Infinie and Pretty Woman collections.
Like stars shining above the water of the Riviera, FRED's jewellery and high jewellery collections are illuminated to showcase their sophisticated savoir-faire, and laidback yet refined stylings-perfect for capturing the luminosity of an endless summer for every day of the year, brightening even the dreariest of days, allowing wearers to dive into each day and embrace each sparkling moment.
Discover the full FRED world at their website here.
The post FRED, 'The Sunshine Jeweler' appeared first on Harper's Bazaar Australia.
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