A sun-drenched scene set in the heart of the French Riviera is what FRED has chosen as the backdrop to its latest campaign, in which a video captures not just the carefree mood of summer, but also how it aptly encapsulates the exuberance of the jeweller’s distinct aesthetic and character.

The film follows the adventures of a group of sun-seekers, who are seen basking in the joy and warmth of the season—they cruise down the idyllic coastline in a convertible, dive into the sparkling blue ocean and set off on a sailboat ride, all while, of course, stylishly decked out in the brand’s iconic jewellery collections.

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There’s more than one reason why FRED has come to be known as The Sunshine Jeweller in the years since it was founded in 1936, and the most significant among them is undoubtedly how it has never stopped drawing inspiration from the sunny personality and vision of its founder, Fred Samuel.

He was known for his irrepressible joie de vivre and warm outlook on life, which has, naturally, been translated into FRED’s jewellery designs. Having grown up in sunny Buenos Aires, Samuel also had a passion for the sea—this was what gave rise to some of the most iconic jewellery designs in the maison’s history.

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By that, we are referring to the Force 10 collection—arguably the brand’s most popular jewellery line, which is instantly identifiable by its distinctive design inspired by sailing cables and marine carabiners. Force 10 is unique for its unisex aesthetic, interchangeability and versatility—it is fine jewellery that can be worn in multiple ways and works beautifully as an everyday piece.

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The Chance Infinie line is yet another well-loved collection of FRED that has a similar though more feminine appeal. While the cable bracelets here are clearly an evolved version of the Force 10 style, they stand apart with a different buckle design that represents infinity and eternity. The line also comprises delicate chain bracelets and necklaces, as well as bolder, diamond-studded styles that are modern statements of luxury.

FRED is also about celebrating the joyful moments in life, as seen in Pretty Woman, a collection made for those who’d not only like to wear their hearts on their sleeves, but also as sparkling jewellery around the neck, on the ears, fingers and wrist. 

These three collections—seen in both fine jewellery and high jewellery designs—are the real stars of the new campaign and shine with their exceptional warmth and brilliance in the film’s sun-filled scenes.

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