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The evolution of TOUS towards a more creative and self-expressive universe is more than evident. In line with this new identity, the brand presents the transformation of its iconic bear with a new campaign that will be launched this Christmas. Its three-dimensional interpretation embraces the brand’s new codes in which this icon is presented as a source of creativity.

The bear has been the protagonist of the TOUS story since 1985. Now its volume is interpreted in a 3D key, a resounding icon, but in a friendly register, which is accentuated by its rounded shapes. Thus, this iconic motif arrives with a new dimension that allows a creative play of materials and sizes, and brings us, at a glance, closer to the digital world.

The campaign narrates the creation process of the new version of the TOUS bear from its main characteristic: three-dimensionality. Minimalist jewellery along with XXL jewellery, and bears in all their facets, including a giant-sized inflatable one, the brand’s new campaign clearly conveys its new codes: fun, self-expression and lots and lots of creativity.


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From the most classic in sterling silver to the most sophisticated in 18KT yellow gold with diamond pavé, the wide variety of versions makes it an accessory for all tastes. The firm has expanded its models to include gems such as labradorite, amethyst and carnelian, which add a touch of colour and fun to this collection that will be launched at Christmas.

The Tous Christmas collection featuring the evolution of its iconic bear will be available on its website.