The Danish design house calls upon some royal star power to launch a new range of jewellery crafted to make a statement
Taking cues from punk-inspired aesthetics, Georg Jensen is launching a new collection titled ‘Reflect’. Designed by Jacqueline Rabun, an acclaimed American designer and a long-time collaborator of the house, the collection introduces statement pieces that are aligned with the concepts of the 1990’s punk subculture, where jewellery was often used as means to express individuality.
Following the sartorial footsteps of his older brother, Prince Nikolai of Denmark, the debut campaign for 'Reflect' features Prince Felix of Denmark alongside model Fiona Reventlow-Grinling. Shot in a historic Copenhagen mansion where the models are donning all-black outfits against stately, monochromatic backdrop, the campaign puts an elevated spin to the punk aesthetic. “Prince Felix of Denmark showcases how the Reflect designs can be beautifully worn in a contemporary way and giving the classic chain a fresh look and feel,” says creative director Ragnar Hjartarson.
Photo: Georg Jensen
Photo: Georg Jensen
Nineteen-year-old Prince Felix, is eighth in the line to the Danish throne, the grandson of Queen Margrethe and is the younger son of Prince Joachim and his first wife, Alexandra, Countess of Frederiksborg. His older brother Prince Nikolai, who is also Vogue Scandinavia's latest cover star, has created buzz in the fashion world racking up Dior campaigns and Burberry runways. This Georg Jensen campaign, however, signals that perhaps Prince Felix is also ready to step into the modelling limelight.
Speaking to Vogue Scandinavia about the royal brothers, the director of the Danish agency Scoop Models, Bente said she first had the notion to sign the young princes when she bumped into Countess Alexandra on an air plane, travelling with her two sons. “I looked at the two boys and I said, ‘Those boys are so beautiful. When they grow up, call me if they want to model.’”
Photo: Georg Jensen
Photo: Georg Jensen
Inspired by her early work in London in the 90’s, Rabun has created pieces where Georg Jensen’s organic sculptural design language meets the punk mood of edgy aesthetics and spirit of self-promotion. “The name is a perfect expression of how the design of the collection was born; it reflects the times past and present and how we are connected through the human experience,” describes Rabun. The collection is crafted from sterling silver and sees the brand’s trademark design, organic-shaped, chunky links interlocked to form statement chains arriving in the form of necklaces, earrings, bracelets and rings.
In the beginning of January 2022, Georg Jensen became a certified member of the Responsible Jewellery Council, an organisation paving the way for a more responsible and sustainable jewellery and watch industry. A great milestone for the house, an RJC membership symbolises a commitment to embracing conscious materials and responsible business practice, taken into account in the new collection as well.
Georg Jensen's Reflect collection launches world-wide on the 15th of February 2022.