Fred's Recent Campaign Is a Jubilant Homage To Its Luminous Jewels

A scenic summer and radiant jewelry are central to a new film that vividly conveys the French Maison's vibrant character.

Describing the exceptional artistry of Fred's diamonds, highlighting each aspect of their radiant beauty.

FRED has selected a sunlit setting in the French Riviera for its latest campaign, featuring a video that conveys the carefree essence of summer while effectively embodying the vibrancy of the jeweller's unique design and identity.

The film chronicles the escapades of a cohort of sun enthusiasts, who revel in the joy and warmth of the season—they traverse the picturesque coastline in a convertible, plunge into the crystalline ocean, and embark on a sailboat excursion, all while elegantly adorned in the brand’s signature jewellery collections.

FRED has earned the title of The Sunshine Jeweller since its establishment in 1936, mostly due to its continual inspiration from the vibrant personality and vision of its founder, Fred Samuel.

His irrepressible joie de vivre and optimistic perspective on life have naturally influenced FRED’s jewellery designs. Raised in the sunlit Buenos Aires, Samuel possessed a fervent affinity for the water, which inspired some of the most iconic jewelry pieces in the maison's history.

The enduring beauty and sophisticated charm of Fred's superb jewelry are accentuated in an elegant environment.

We are referring to the Force 10 collection—arguably the brand’s most renowned jewellery line, instantly recognizable for its unique design inspired by sailing ropes and maritime carabiners. Force 10 is distinguished by its unisex design, interchangeability, and versatility; it is exquisite jewelry that can be worn in various manners and serves elegantly as an everyday accessory.

The Chance Infinie collection is another highly regarded line by FRED, characterized by a comparable yet more feminine allure. The cable bracelets presented here are an advanced iteration of the Force 10 style, distinguished by a unique buckle design symbolizing infinity and eternity. The collection includes intricate chain bracelets and necklaces, alongside more audacious, diamond-embellished designs that epitomize contemporary luxury.

FRED also emphasizes the celebration of life's happiest moments, exemplified by Pretty Woman, a line designed for individuals who wish to display their emotions not just on their sleeves but also as radiant jewelry adorning the neck, ears, fingers, and wrists.

The three collections—featured in both fine and high jewelry designs—are the true highlights of the new campaign, radiating great warmth and brilliance in the film's sunlit scenes.