Luxury is defined by a state of great comfort and extravagant living (thanks dictionary). It’s a state of being that’s governed by materialism; we think of diamonds and gold as synonymous to grandeur and that luxury is achieved by having possessions with ludicrous price points. Local contemporary jewellery and accessories brand, Andfersand, doesn’t believe in that concept.
In their latest campaign video titled “Luxury Redefined”, Andfersand intends to challenge the notion that the number of figures on a price tag is a determinant for luxury. Aiming to bridge the gap between luxury and street fashion, the brand believes that luxury is defined through the effort, energy, soul and blood which are used to create that masterpiece and sense of accomplishment.
“Luxury is not obtained from the end product, but the process itself.”
From the brotherhood bar bracelets and premium crown cuffs to the d-tach cuff showcased in their campaign video, each Andfersand product seems to be the result of a crafter’s attention to detail to blend contradictory elements together; rustic & sophisticated, edgy & conventional, street fashion & luxury. Each item is available in various sizes so you don’t have to worry about the product being a poor fit.
Here’s the “Luxury Redefined” campaign video for your viewing pleasure:
If you’d like to purchase one of Andfersand’s creations, head over to their official website to browse their full range of accessories.
