TOUS, the Spanish jewelry and accessory brand, has launched its Spring 2023 campaign featuring limited edition medallions inspired by the mimosa flower. The mimosa flower is a symbol of life, renewal, and femininity, and is closely associated with International Women’s Day in Italy, where it is gifted on March 8th. TOUS collaborated with three artists from different countries to create a series of graphic and virtual works that reflect the medallions’ concept of community and sisterhood.
Artists and Their Styles
The three artists who worked on the project were Irene Gaumé, Pammela Rojas, and Kim Miki. Irene Gaume is a Spanish artist. Using her images and videos, she makes ASMR effects, creating an amazing combination of art and technology. She shows the mimosa’s transformation into a medal in her 3-D animation. Pammela Rojas is a Mexican artist who used changing and wavy shapes, porous and voluminous materials to create beautiful 3D illustrations. She is also a member of the music duo Shiro Schwarz. Kim Miki, a surrealist illustrator from Seoul, is a renowned surrealist illustrator who combines clear forms and a fantastic world with digital elements.
TOUS and Its Purpose
Founded in 1920, TOUS has been specializing in jewelry, watches, and accessories for over a century. The brand’s corporate purpose is to inspire people, giving them joy, hope and passion. The mimosa-inspired Spring 2023 campaign is a perfect example of realizing this purpose. The limited edition medallions reflect the mimosa flower’s symbolism of renewal and femininity.
The campaign also represents a celebration of art and artists from around the world, highlighting their unique perspectives and styles.
The TOUS Spring 2023 campaign is a celebration of the mimosa flower’s symbolism of life, renewal, femininity, and community. Unique medallions, graphic and virtual works created by three talented artists is a perfect reflection of TOUS’s corporate purpose.
