Wed, 02 Dec 2020 17:19:34 GMT
But as times have changed, ‘luxury’ has become synonymous with extravagance, a concept in opposition to the Scandinavian values of quiet confidence, craft and community.
Instead of attempting to reposition Georg Jensen within the world of contemporary luxury, Scandinavian values are reconceived. Values of excellence in craft, closeness to nature, light and quality of life as the truest form of luxury. With this is as the foundation, a new tone-of-voice is developed. The visual identity now reflects these new qualities with SS20 jewellery serving as a global hero.
Nicholas Manville, Chief Creative Officer
AW20 is currently in progress with plans to continue the evolution into SS21 and beyond.
AKQA UK, 2 years ago