By Ashley Davis
“Loucite by Alison Lou,” a new diffusion collection from the brand, features collection launch imagery starring actress Emily Ratajkowski.
New York—Alison Lou designer Alison Chemla creates jewelry that tugs at one’s heartstrings through the use of kitschy and nostalgic symbols and her newest offerings are no different.

“Loucite by Alison Lou,” what the brand is calling a diffusion collection, is comprised of three sizes of “Jelly” hoop earrings rendered in Lucite and enamel.

The enamel comes in nine different summery shades (three per earring size) like baby blue and bubblegum pink that, as the style name implies, are reminiscent of 1990s Jelly sandals or the plastic cups you might have sipped your Slice soda from poolside.

“We wanted to create an affordable, accessible collection using unique materials and were very thoughtful when it came to the colors and sizing of our ‘Loucite’ jelly hoops,” Chemla explained. “The smallest are great for every day, the medium for day-to-night and the largest are perfect for a fun night out. We’ve truly created the perfect earring just in time for the warmer months.” 

20180424 GIA Loucite2Alison Lou is selling three different multi-packs of three pairs of “Loucite” earrings—one pair per size—for $495. Each set comes in a hologram pouch.

The small one-inch size retails for $125, the medium two-inch pair for $145 and the large three-inch version for $165. They also are being sold in sets of three in a hologram case for $395.

“Loucite” launched on and in the brand’s flagship store on Monday (April 23) and will hit Net-a-Porter’s digital shelves mid-May.

The collection was teased on social media for a few days prior to launch and revealed the day it was available for purchase via a see-now, buy-now model, with the collection’s launch imagery starring actress and model Emily Ratajkowski.

“Loucite is a natural extension of Alison Lou,” Chelma said. “It showcases the playfulness at the core of my brand and has allowed me to explore new forms of creative expression. While fine jewelry will always remain my first love, being able to take enamel, something that is ever present in my fine jewelry, and apply it to Lucite was just so fun.”

20180424 GIA Loucite3“Loucite by Alison Lou” features 12 items—three sizes of hoop earrings each available in three different colors, plus three different hologram packs of multiple sets of earrings.

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