"Monsieur Fred never liked to do anything like everyone else", this observation, Valérie Samuel, artistic director, vice-president of the house and above all heiress of this family business, has always repeated it with a burst of pride and affront in the look.
So when it was a question of setting up an exhibition and telling the story of its founder and ancestor, Fred Samuel, the latter made this precept its guideline.
After all, the brand did not yet have a heritage department and no one was expecting it on the grounds of a renowned retrospective, so you might as well surprise...
And in this game, the brand's vice-president and CEO, Charles Leung, took a unique look at the past.
If it is obviously necessary to tell these previous chapters, it was also imperative to register it in the present time.
And therefore to carve it, of course, in gold and diamonds.
Extraordinary ornaments
The Mr Fred high jewelry collection, Inner Light
In images, in pictures
See the slideshow06 photos
See the slideshow06 photos
First battle horse for the team in place, unveiling a collection of fine jewelry that condenses all the messages wanted by the house, without being eclipsed by the many highlights of the competing houses of Place Vendôme.
It is therefore in September, and not in July as tradition dictates, that Fred unveils the six chapters of the “Mr Fred, Inner Light” collection.
On the one hand, Valérie Samuel returns to the sources of Fred Samuel's creative inspiration with her essential figures of style such as the Chance Infinie, Pain de Sucre or Force 10 motif which are reinterpreted here.
On the other, we also find this homage to the side step that he loved so much with a series of complicit details that give new substance to his vision of yesteryear.
Here, a mantra engraved on a cuff, there,
And even if it means going where you don't expect this house under the LVMH flag, usually more discreet than other troublemakers in the group, Valérie Samuel has gone so far as to deposit a diamond cut of her own, the Fred Hero Cut.
Or a variation in 32 facets on the theme of the kite or pear-cut diamond that enhances the brilliance of natural light.
cut stone
Full screen
Centerpiece, from the collection?
The first diamond cut patented by the house.
Fred / Photo press
And if these 24 exceptional pieces should quickly fly away into the secrets of French or Korean private collections, the general public will still be able to have fun putting them on their wrist during the exhibition, by the magic of 3D, the Force bracelet 10 Winning Spirit and its atypical diamond.
Enough to reprint this founding style and seduce a new generation with the charm of a house, which deserves to be discovered or rediscovered.