VOG – Victim of Gold
A culture where you don’t just wear Gold – you become it
Location:
Client:
Jean Christophe Rousseau
Type:
Why?
Insight
With the opening of a new gold-centric concept store in Cannes set for May 2025, J.C. Rousseau approached BRASH to help evolve his brand vision. Known for his work with Gold Emotion and Gold Experience, Rousseau sought to consolidate his existing portfolio and expand his presence in the luxury market. BRASH was brought in to define a new brand architecture and unlock a narrative that could elevate gold from a product into a cultural movement — one grounded in transformation, craftsmanship, and modern luxury.
Victim of Gold merges ethical sourcing, French refinement, and sensory design into a lifestyle movement where gold is not just admired but lived.
What?
Idea
Victim of Gold reimagines gold as more than a material. It becomes a medium for transformation. Rooted in the creative legacy of JC Rousseau and the ethos of Gold Emotion, the brand reflects quiet luxury, artistry, and identity. Each piece is a rite of passage, crafted with intention and meaning. Anchored by a concept store in Cannes, Victim of Gold merges ethical sourcing, French refinement, and sensory design into a lifestyle movement where gold is not just admired but lived.
Why?
Impact
During the 2025 Cannes Film Festival, Victim of Gold made a dramatic debut with the unveiling of a 20-meter palm tree entirely gilded in 24-carat gold, celebrating the 70th anniversary of the Palme d’Or. Now a permanent landmark above the Croisette, it marks the beginning of a global movement. Victim of Gold is no longer just a brand, it is a destination for those who seek meaning through beauty, transformation through luxury, and identity through gold.
