J.F.Rey: We want to create emotional reactions

The French brand proposes innovative and daring lines There's no point in looking back. Crisis or no crisis, the past is passed. It's better to think about the future and «we are quite confident». Jean Francois Rey analyzes the situation during Mido 2012 and sees reasons for being optimistic. "Even if we have to pay attention to the market and the business evolutions, we are not really used to consider the past in our design and business considerations. Our strength consists in always pushing the limits of the design, always to propose new challenges (design, materials, concepts etc.) in order to create the surprise for our customers. This is our identity and way of working. We feel rather confident for the future! What's more our new website, www.jfrey.fr, is used as a strong and efficient both communication and commercial support.".   Mido is now a tradition. What are your expectations for this edition? "It's always a great pleasure for the whole team to attend the Mido and meet again Italian and export customers. We hope that our new collection will again create the surprise, with some outstanding concepts. To be honest, we are impatient! We've worked on some special concepts that should be very appreciated by our «aficionados»".   Let's talk about your new proposals you're bringing to the exhibition. What will your key proposals be at the 2012 exhibition? Are you focusing on a specific model? «Regarding to the large choice that offer our collections, it's difficult to sum-up and focus on a specific concept! Anyway one of our key challenge could be here the skill of our team and suppliers in technological challenges! Indeed we are quite proud to propose some new concepts such as Wood, 100% aluminium line or Pixel and Eye Touch concepts that procure tactiles and eyes effects very innovative and audacious!".   Your color for this year? «It's a fact that J.F.REY's brand is also famous for its audacious contrasts of colors. Games of two-tones coloration on temples, the purity of the colors combined with some outstanding and exclusive materials effects. There's not really a specific fashion trend that we could talk about, but once again J.F.REY should create emotional reactions at Mido! Our fashion nuances are rather in the continuity of our main identity codes, but obviously we have introduced some new colors combinations and specific efforts, research on touchy and graphic effects".