However, their optimistic outlook comes with a hint of caution due to a number of factors out of their collective control.
Alison Lou’s New Collection Is So Gen Z Appropriate
“Groovy” finds inspiration in the 1960s and ‘70s, but it’s equally of the moment.
Fashion’s current obsession with the 1990s and early 2000s is at its peak, with the spring/summer 2022 runways feeling like a blast from the very recent past.
Brands like Versace and Chanel need only reference their playbooks from the first time around, while newer tastemakers like Jacquemus and Kim Shui have been leading the era’s resurgence, making it their own.
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But Gen Z is digitally native, so the symbols the demographic group favors have dovetailed with emojis, with smiley faces ubiquitous across not just jewelry but all manner of clothing and accessories. Add in unisex pearls—we’ll call it the Harry Styles effect—and that’s Gen Z jewelry in a nutshell.
Alison Lou is more tapped into these trends than any brand in fine jewelry.
Designer Alison Chemla successfully launched her brand on the novelty of emoji jewelry, and expanded into lots of happy, easy-to-understand color and more tongue-in-cheek items like studs and pendants depicting pasta.
This playful luxury epitomizes today’s young, fashionable consumer, and in the “Groovy” collection, Chemla again taps into her innate sense of what’s culturally relevant, rather than relevant in the fine jewelry niche (though her interpretation of the former guides the latter among her contemporaries).
The psychedelic mood continues with 1960s-inspired florals with gorgeous ombre enamel, a peace sign pendant hero piece, and exquisite hand-painted “tie-dye” ombre. There is also a new range of initial jewelry in a delightful 1960s-esque font.
Yin yangs, peace signs, mushrooms, and simple florals—essentially, today’s biggest nail art trends—abound, as stud earrings, pendants, bracelets, and repeated motifs across wide band rings.
The enamel technicolor palette is totally in line with Alison Lou, which has massively embraced enamel from its inception.
Rounding out the collection are pearl necklaces and bracelets interspersed with enamel beads highlighting the aforementioned motifs.
“Groovy” couldn’t get any more on-trend, so expect to see pop stars and influencers donning these pieces in lots of magazine editorials soon.
It’s about time Gen Z had some real jewelry to aspire to buy.
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