The French Riviera is a destination like no other, in summer and winter alike. This holiday season, this coastline so dear to FRED’s heart is being imagined in a magnificent veil of ice for the new campaign.
Shot in an ice rink the campaign celebrates the house codes and takes inspiration both from the French Riviera and the magical beauty of ice.
As if by magic, its landscapes are undergoing a transformation and shining beneath the sun’s rays with a new radiance.
Discussing the new campaign in the notes which accompanied the photoshoot, the house said: “The scintillating beauty of this unexpected and magical spot mirrors that of the jewellery, ready to be revealed whilst we share this moment together. In this festive atmosphere, the infinite blues of the Riviera that have so inspired FRED Blue take on icy and yet blazingly warm shades. A vibrant moment of joie de vivre and sharing, simultaneously sun-filled and ice-cold to reflect the Maison’s infamously mischievous side.”
