What do the likes of FKA Twigs, Dua Lipa, and Lisa have in common? There’s the obvious — they’re massively famous global pop superstars with distinct styles that inspire their rabid fan bases. But dive into that a little deeper and you might notice one brand that pops up.
Meet Hugo Kreit, a French jewelry label known for its over-the-top sculptural pieces that are unlike anything you’ve seen. From swirling hoops meant to be worn over the ears to bracelets that fold over the palms to rings that extend to become faux nails, it’s no surprise that this brand has become a favorite among musicians and avant-garde leaning women the world over.
From left: Hugo Kreit, Nordine Makhloufi
Courtesy of Hugo Kreit.
Founded in 2020 by Hugo Kreit and Nordine Makhloufi, it seemed inevitable that the two would work together. Kreit was at Bureau Betak, designing sets for the likes of Saint Laurent and Dior, while Makhloufi was a self-taught photographer. The two, who are both professional and romantic partners, found that their creative paths lent themselves to collaborating, even if the timing was far from perfect.
“Jewelry had always been a passion of mine, and when the global lockdown hit, I found myself on a flight back from Japan sketching what would become the very first pieces. The idea behind [the brand] actually came from my graduation thesis on the concept of the grotesque. A simple question became the foundation: Can beauty exist in what is neither precious, perfect nor conventional?” said Kreit. Called “Tears,” it consisted of jewelry that looked as if it were melting on the wearer. The initial reception was promising enough that the two continued on creating collections, while maintaining their full-time jobs.
Hugo Kreit Coffee Bean bracelets and ring.
Courtesy of Hugo Kreit.
2024 marked a turning point, with their collection “Pure” being a moment when the two realized it was time to fully devote themselves to Hugo Kreit. Makhloufi found himself going from imagery and creative direction to a more hands-on role. “Coming from a self-taught photography background, I infused the imagery with my fascination for 1980s glamour and 1990s cinema, which became the foundation of our very first campaigns. Eventually I became increasingly involved in the design process and took charge of leading the design team, designing the collections alongside Hugo,” he said. That melding resulted in pieces that drew from Makhloufi’s Algerian heritage, namely ancient Berber jewelry as well as Kreit’s signature sculptural shapes that resonated with their clients and celebrities alike.
Hugo Kreit Pistil Ball earrings.
Courtesy of Hugo Kreit.
Most recently the two launched “Monaco” which draws from the glamour seen in the South of France circa the 1980s. Among the pieces includes ivy-inspired jewelry that wraps around the body, like a living ornament. Statement making and unique, it feels fitting for their customer.
“Our woman is drawn to jewelry for its transformative power. She dresses to make an impression, but above all to express her individuality. She is confident, curious and unafraid to stand out,” said Kreit. And given the famous women drawn to the label, it seems like the duo have created a brand that does just that.
Interested in getting your hands on a piece? Prices range from $367 for a ring to upward of $1,000 for necklaces. You can find them at their site alongside a limited selection of retailers including Emurj, Harvey Nichols’ Knightsbridge location in London, and VOO store in Berlin.
