Stel­lar Vi­sion

What’s next for French jew­eller, Fred? Windy Aulia sits down with Valérie Samuel, Artis­tic Di­rec­tor and Vice Pres­i­dent of Fred (and the grand­daugh­ter of the brand’s founder) to find out

Harper's Bazaar (Singapore) - - CONTENTS -

You re­turned to Fred as its Artis­tic Di­rec­tor and Vice Pres­i­dent at the end of last year af­ter be­ing away for about 20 years. How does it feel to be back at the House?

There’s a lot of emo­tion, of course. This op­por­tu­nity al­lows me to ex­press my pas­sion for the brand and the amaz­ing team at Fred. I have al­ways stayed close to the brand, even from be­fore, by meet­ing with the dif­fer­ent pres­i­dents. Ac­tu­ally, I started my ca­reer at Fred: I worked with my grand­fa­ther and fa­ther for 10 years, be­fore I went my own way. And now I’m so happy and lucky to be back. I guess it has been a dream since I was a lit­tle girl.

What are the changes that you’re plan­ning for the House?

I don’t think there’re any changes; it’s more about bring­ing new en­ergy. I want to con­tinue what has been done in terms of re-build­ing the brand, and I would like to bring it back to its roots and DNA. Since re-join­ing Fred, my fo­cus has been on toy­ing with the ex­ist­ing col­lec­tion, for ex­am­ple with the 8°0 nov­el­ties and Suc­cess dou­ble-fin­ger ring. Of course, I’m dy­ing to present the new 2019 col­lec­tion very soon. It’s all about a new sil­hou­ette to ex­press the brand’s moder­nity and it’s also about ver­sa­til­ity so that you can wear the jewellery from day to night, or for ca­sual as well as dressy oc­ca­sions. That’s the new page I want to write for Fred now. I al­ways [bring it back] to fash­ion be­cause

jewellery, to me, is al­ways a part of style; you can’t see it sep­a­rately.

Be­sides the sun, sand and sea, which are an in­te­gral part of the brand, what are your other sources of in­spi­ra­tion?

I can find in­spi­ra­tion any­where. For ex­am­ple, I can take a pic­ture of the ceil­ing and sud­denly get in­spired. It can be an ob­ject or some­one on the street. I’m all about the cre­ative ac­ci­dents. Fash­ion, too, is al­ways in­spir­ing for me. I like the way fash­ion moves and evolves. I was just think­ing about the set at the re­cent Dior cou­ture show, where the toiles were be­ing dis­played; that was re­ally in­ter­est­ing.

Fred prides it­self as a mod­ern jew­eller. How do you plan to en­sure it con­tin­ues to stay cur­rent?

Fred’s in­ter­change­able jewellery is al­ready a point of dif­fer­en­ti­a­tion for us. It’s re­ally in the now and it’s re­ally us.We are also unique in that the brand talks to both woman and man equally. Today, 50 per­cent of Force 10 sales is sold to men and worn by men. So for 2019 nov­elty, we will have rings that can be paired. You see, be­ing mod­ern for us can be two things. Firstly, it’s in the ap­proach to our de­signs. Se­condly, and more im­por­tantly, it’s in how the jewels are worn. That’s why I feel that my grand­fa­ther was such a vi­sion­ary: He be­lieved that jewellery should be worn and not kept in the safe.

Valérie Samuel

Clock­wise from top: White gold and di­a­mond Force 10 neck­lace; pink gold and di­a­mond 8°0 bracelet; pink gold and di­a­mond 8°0 ear­rings; yel­low gold Suc­cess dou­ble ring; white gold and di­a­mond Suc­cess dou­ble ring; white and yel­low gold Suc­cess ban­gle; white gold and di­a­mond Suc­cess ban­gle, Fred

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