Archival Platform Heristoria Taps Fred for First Brand-centric Capsule – WWD

TIME CAPSULE: Jeweler Fred is the first brand to get a dedicated capsule with LVMH Moët Hennessy Louis Vuitton’s platform for archival and historical pieces Heristoria.

The “A Touch of Fred” capsule will be on available at the jeweler’s Paris flagship store on Rue de la Paix starting Thursday, and on the Heristoria website from Friday.

Choosing Fred for this first single-house capsule was a nod to the jeweler becoming the first house to link up with the archive platform and “enables us to illuminate moments of happiness past, present and future” by sharing items from its archives, said Heristoria chief executive officer Gérosine Henriot.

Highlights of the 15-piece selection are designs from the famed Force 10 line; a golf-themed silk scarf, nodding to the unique amateur competition initiated by Fred Samuel’s eldest son Henri Samuel in 1981, and two designs from 1998, a diamond-studded “Mouvementée” gold ring and a geometric pearl, sapphire and diamond “Inca” bracelet.

Prices will range from 170 euros for the scarf to 20,000 euros for the Inca bracelet.

Designs such as a 1970s necklace with a sculptural mouth from a collaboration with French artist Miroslav Brozek and a “Concorde” brooch nodding to the supersonic plane imagined by sculptor Roger Bezombes were included in previous Heristoria chapters.

Meanwhile, Fred is doubling down on its history with a second showing of its “Fred, Jeweler Creator since 1936” retrospective. After Paris in 2022, the exhibition is on at Seoul’s Alt.1 Hyundai art gallery until Dec. 25, with 300 jewels and objects, as well as more than 200 archival documents, including loans from private collections.

While the next brand-centric capsule is still under wraps, Heristoria’s fourth chapter, under the theme “The Art of Gifting,” will drop at London’s Cadogan Hotel from Nov. 29.

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