The launch of the “Hommage à Alphonse Mucha – Mucha Paris Pastel” collection, an exceptional event at the FREYWILLE boutique in Băneasa Shopping City

BUCHAREST, March 18, 2026. On Thursday, March 12, the FREYWILLE boutique in Băneasa Shopping City became the setting for an exceptional event. The Viennese house founded in 1951 simultaneously celebrated its 75th anniversary and the launch of its most recent collection, Hommage à Alphonse Mucha – Mucha Paris Pastel. Alongside more than 50 distinguished guests, opinion leaders and personalities from the cultural and fashion worlds, Dr. Friedrich Wille, CEO of the FREYWILLE house, was personally present, the one who for more than four decades has been transforming art into jewelry and jewelry into art worn on the skin.

Inspired by the unmistakable decorative language of Alphonse Mucha, the collection explores the fluidity of lines, the delicacy of floral motifs and the profound expression of femininity. The central element, the lily, rendered in pastel shades, captivates through its symbolism of purity and rebirth, translated into an ethereal aesthetic, almost dreamlike. Accents of luminous gold and artistically inspired enamel amplify this visual story, giving each creation depth and a vibrant, living brilliance. Each piece thus becomes a tribute to art, where composition, color and light meet in a subtle balance between traditional and modern.

The event was more than a launch, it was a sensory experience in which guests discovered not only a collection but a state: that of wearing art, feeling it and integrating it into their own personal expression. Mucha Paris Pastel thus remains an open invitation to a universe where beauty is not only admired but lived.