&always is officially launching in December as new jewelry company from Gen Z digital creator and singer Loren Gray, and it was created to empower young adults with jewelry to support confidence and self-expression. The brand for young adults is being introduced to the world with a core collection that takes cues from a vintage vanity mirror shape. The Starlet Mirror motif is repeated throughout the jewelry designs, helping to turn mirrors as a source of insecurity as a symbol of self-confidence for a new generation.
Each new collection from the company will be called Editions, each of which will have its own way of supporting self-expression.
On the &always website, there will be a Hall of Mirrors that highlights the way community members choose to express themselves.
Empowering Gen Z Jewelry
&always' Debut Collection Takes Cues from Confident Old Hollywood Icons
Trend Themes
1. Jewelry Empowerment - Creating jewelry that empowers young adults to express themselves and fosters self-confidence presents an opportunity for disruption in the jewelry industry.
2. Vintage Vanity Motifs - Utilizing vintage vanity motifs in jewelry design can appeal to a new generation and provide opportunities for innovation in the fashion industry.
3. Editions for Self-expression - Releasing collections with unique themes or motifs that support self-expression can disrupt the traditional approach to jewelry design and appeal to younger audiences.
Industry Implications
1. Jewelry - Incorporating themes of empowerment and self-expression within jewelry design can lead to innovation in the jewelry industry and tap into younger audiences.
2. Fashion - Using vintage motifs and introducing unique collections that support self-expression can present opportunities for innovation in the fashion industry and appeal to younger consumers.
3. Marketing - Creating a community platform for customers to showcase their self-expression provides innovative marketing opportunities for brands to connect with younger audiences on a personal level.