OverDressed for Life

Ten years ago Burberry transformed itself from a British country staple to a high-profile youthful brand. Pringle of Scotland followed suit and now the legendary Fabergé is shedding its mature haute couture image in favor of young and hip.

Starting this spring the jewelry company will run a new advertising campaign. Shot by fashion photographer Mario Testino, the print ads feature Fabergé descendant Josh Fabergé and some of his friends interacting with the jewelry, pairing it, layering it and wearing it all in playful new ways.

Back in the day, Jeweler Carl Fabergé created luxury items for the Tsar of Russia and other aristocrats of the late 19th century. All that sort of thing was put to an end during the 1917 Russian Revolution. Fabergé pieces, particularly the Easter Eggs have been highly collectible ever since. The brand name has been sold and resold many times over the decades including to a cosmetics company in the 1960s.  (Anyone remember Fabergé BRUT?)

The Fabergé name was purchased again in 2007 by private equity company, Pallinghurst Resources LLP. In July 2011 the company launched its first collection of Fabergé eggs (the first since 1917). Future plans include Fabergé shops and more jewelry lines.  They say they want to reestablish Fabergé as an exclusive luxury brand. (Do we really need another one of those?) 

As for the ad campagne I like it. I like the casual feel to the models and the  layered combination of big and small egg pendants. The egg choker on the guy is snappy and unexpected. The group together dressed in black look like a 70s rock band. The ad is young and hip, so good for them. But, it will be interesting to see if the old iconic egg associated with celebrity collectors and ancient aristocrats can be successfully reinvented and appeal to a younger market. In these days of austerity, the Occupy Movement, and chants of  I am the 99 percent, will luxury brands become uncool?