Fabergé’s new ad campaign targets a younger generation.

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London--Fabergé will launch a new black-and-white advertising campaign for spring 2012 that aims to reinterpret the brand for a new generation.

The idea behind the campaign is to capture the spirit and personality of youth by photographing young people interacting with their friends. Josh Fabergé, a young Fabergé descendent, was chosen to model with three others.

“We wanted to celebrate ‘la jeunesse doree’ (young, beautiful, fashionable people) with this campaign and make Fabergé relevant to a younger audience,” Katharina Flohr, marketing director at Fabergé, said. “We invited Josh and his friends to discover Fabergé for themselves, engaging with the jewelry, mixing it up and layering the pendants however they like. The result is a compelling image that tells the story of a new generation reinterpreting Fabergé for their contemporaries.”

The new ad campaign will run in spring issues of niche, trend-driven titles in key international markets, according to Fabergé. The campaign features a collection of fine jewelry egg pendants that introduces a more accessible price point for young Fabergé customers.

In addition to a new ad campaign, the spring will also bring Fabergé’s first location in New York City.