PARIS — Fred is adding a layered read of its Force 10 aesthetic with a new line called Force 10 Rise, which stacks its cable, buckle and a line of diamonds in one neat design. For the Parisian jeweler, it’s a way to draw more female consumers to its universe while expanding the style range of its long-standing design, which will celebrate its 60 th anniversary next year. More from WWD Valérie Samuel, vice president and artistic director of the Parisian jeweler, said the new design revisits the Force 10 signature with a feminine, elegant angle meant for everyday and stacking.
“It’s a complement to the Force 10 bracelet, which is really the house icon and already has plenty of different wear options [thanks to] its versatility, its interchangeability,” she said. It also plays on existing variations in the Force 10 collection such as the three-row necklace. “We almost come to simplify the life of our clients because you already have an impression of stacking [in the Rise design] because we have the three elements which are associated in this ensemble.
” Set to launch Monday, the Force 10 Rise line spans rings, necklaces, earrings and ear cuffs for a total of five designs. The diamond-set pieces are available in rose or white gold. Expected to appeal to fans of Fred ’s iconic design, Force 10 Rise is also “a path into the story of Fred.
..that offers from the onset the main codes of the house, namely the cable and the buckle,” said chief executive officer Vinc.
