The jewelry brand "FLYDD" announced on the 14th that it will unveil its 2025 Spring/Summer (SS) new products. This season's concept is "Tokyo, Flidd," incorporating restrained elegance and naturalness into the jewelry.
This collection is composed of four series that capture the diverse sensibilities of Tokyo. "Shibuya Glow" features a vibrant and youthful style infused with Y2K sensibilities, while "Neo Tokyo Elegance" emphasizes minimalist futurism that coexists with tradition and modernity.
"Tokyo Nights" evokes a sophisticated sensation reminiscent of glittering neon-lit streets, and "Zen & Sparkle" captures Japan's minimal aesthetic and delicate details.
The visual work for this collection features emerging photographer Yuto Yamada and rising model Aoya Ookurano, who reinterpret the sensibilities of Tokyo from a local perspective.
FLYDD combines the Norwegian "Flidd" (meaning "well-organized" or "neat") with "Y" (for "Young Generation"), aiming to create jewelry that is both restrained and trendy. Since its launch in 2023, the brand has continuously presented its "City Series," capturing the daily life of global cities like Seoul, New York, Melbourne, and Tokyo, seeking differentiation.
Kim Yuri, the CEO of FLYDD, noted, "This Tokyo collection embodies youth bursting forth within a restrained aesthetic," adding, "We aspire to create 'quiet jewelry' that fills those quiet yet sparkling moments unique to Japan."