14 Aug 2025
On 11 August 2025, Maison FRED launched its new global campaign, Catch The Sun, infusing the season with a luminous celebration of joy, friendship, and golden summer energy. Known as The Sunshine Jeweller, FRED has long captured the essence of light and life through its creations. This latest campaign took that spirit to new heights, telling the story of three friends on parallel journeys, each racing toward their own zenith—the symbolic peak of sunshine and vitality.
Catch The Sun framed summer not just as a season, but as a state of mind—an invitation to seize fleeting moments of brilliance and turn them into lasting memories. It was a narrative steeped in warmth and optimism, underscored by the Maison’s signature aesthetic of radiance and refinement.
The campaign’s visual language drew on the vivid energy of the sun at its peak, illuminating FRED’s three hero pillars: the nautical elegance of Force 10, the poetic symbolism of Chance Infinie, and the romantic allure of Pretty Woman. Each piece reflected the Maison’s mastery of combining precious materials with a sense of lighthearted sophistication.
More than a showcase of fine jewellery, Catch The Sun became a reminder that brilliance is best shared—with friends, in moments, under the endless summer sky.
