FRED New Campaign From the Sunshine Jeweler

In the heart of the French Riviera, among landscapes of unfading beauty, FRED invites you to celebrate life and sunlight. With its new campaign, the Maison is letting its most precious light shine: that of “The Sunshine Jeweler.”

A jeweler with unparalleled savoir-faire and undeniable technical expertise, Maison FRED has been reflecting the character and vision of its founder, Fred Samuel, for almost 90 years.
His consistently warm, caring soul, his infinite love of light and the indomitable joie de vivre of his spirit make FRED “The Sunshine Jeweler.” This unique identity is what gives the brand’s jewelry its distinct character. A celebration of all of life’s moments, both big and small. Building on its rich stylistic legacy, it also draws inspiration from the world of the French Riviera so beloved by Fred Samuel and the Maison. Under the FRED sun, these landscapes form an idyllic backdrop for a new campaign into which the Freddies, the heroes of this happy tale, will lead you.

Leaping from a cliff to dive into the freshness of the sea; quivering in the free wind at the wheel of a convertible heading down a coastline sculpted by nature; feeling the sun’s soft caress on their skin at the prow of a sailboat; letting their minds wander freely as they watch the horizon, wind in their hair; dancing unincid:4E72AEF4-3A6C-4B36-8789-856CEE0BFD12hibitedly to celebrate the magic of the golden hour. For one crazy day, the Freddies chase wildly after the sun. United in this joyous challenge, they attempt to capture its morning rays, to catch the beauty of its zenith and to follow its sparkling descent into the Mediterranean as night begins to fall. Together, they admire the myriad blue hues it brings to the Riviera, warming themselves in the beige, pink and orange shades with which it marks the hours and sublimates every moment from dawn to dusk. A long series of invitations to dive into the day and embrace every moment of life.

Among these interplays of light and shade, these shared moments of pleasure become eternal and precious: an unquenchable joie de vivre. Force 10, Chance Infinie, Pretty Woman… FRED’s Jewelry and High Jewelry creations light up every instant of this campaign like stars shining on the Riviera. Under the FRED sun, the jewels shine with a unique light. Their magnetic sparkle speaks to an exceptional savoir-faire, reflecting the laid-back and glamourous elegance of a design rooted in emotions.

With its new campaign, FRED unveils its warmest, most sun-drenched facet, a core part of its history and part of what makes it The Sunshine Jeweler.