# Musician-Backed Unisex Jewelry Frank Ocean's Homer Launches 'When a Dog Comes to Stay' Collection By Niko Pajkovic | Published 2021-12-20 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/when-a-dog-comes-to-stay References: [highsnobiety](https://www.highsnobiety.com/p/frank-ocean-homer-second-collection-web-store/) & [homer](https://www.homer.com/) Early this year, the beloved but enigmatic musician Frank Ocean announced the launch of Homer, an independent [luxury label specializing in jewelry](https://www.trendhunter.com/trends/pav-nite) and scarves. After going relatively quiet following its initial launch, Ocean has returned to announce the release of Homer's second collection, titled 'When a Dog Comes to Stay,' which will be made available on the brand's [newly opened web store](https://www.trendhunter.com/trends/foliums). The move to open a web store may come as a surprise to many, considering when Homer first launched, it was adamant in positioning itself as a New York City-based brick-and-mortar business. Now, the entire new collection will be made available online at Homer.com.The recent collection drop was also accompanied by a video campaign titled "I Remember," which can be watched on the Homer website. 'When a Dog Comes to Stay' explores the [dog as a symbol](https://www.trendhunter.com/trends/dog-accessories-collection) of one that walks lighter," said Ocean. "A sheepdog, an Akita, and a bull terrier are rendered in pixels as if to simplify the qualities that make them our family. To the dog, it seems, loyalty is without thinking." Image Credit: HOMER ## Trend Insights (Trend Hunter) - Score: 5.9/10 - Popularity: 89% | Activity: 78% | Freshness: 11% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Fashion for Men](https://www.trendhunter.com/fashionformen) ## Key Themes ### Key Themes Behind This Trend - **Unisex Luxury Jewelry Collections:** Demand for more gender-neutral luxury jewelry brands is being driven by consumers and creates an opportunity for independent labels to differentiate themselves in an overcrowded market. - **E-commerce Expansion for Luxury Labels:** More luxury brands are pivoting towards e-commerce as the pandemic continues to disrupt brick-and-mortar sales, creating an opportunity for online boutiques and retailers catering to high-end customers. - **Narrative-driven Marketing Campaigns:** Consumers are increasingly drawn towards brands that tell a story through their marketing campaigns and use symbolism to convey meaning, creating an opportunity for brands to develop a narrative and deepen customer engagement. ### Where This Applies - **Luxury Jewelry Brands:** Independent luxury jewelry brands have an opportunity to differentiate themselves by appealing to consumers seeking unisex collections. - **E-commerce Retailers:** Online retailers catering to high-end customers have an opportunity to fill the gap left by traditional brick-and-mortar luxury stores. - **Marketing Agencies:** Marketing agencies that specialize in developing narrative-driven campaigns and visual storytelling can create meaningful connections between brands and consumers in the luxury market. ## Related on Trend Hunter - [Collaboration Artist Jewelry Collections](https://www.trendhunter.com/trends/steven-harrington-and-good-art-hlywd.md) - [Mythically Designed Luxe Jewelry](https://www.trendhunter.com/trends/tiffany-titan.md) - [Luxury Dog Accessories](https://www.trendhunter.com/trends/celine-1.md) - [Rapper-Backed Vegan Accessories](https://www.trendhunter.com/trends/paris-the-family-x-gy-collection.md) - [Athlete-Approved Jewelry Campaigns](https://www.trendhunter.com/trends/curb-chain-collection.md) - [Minimalist Pet Accessory Collections](https://www.trendhunter.com/trends/neighborhood-dog-series.md) - [Radio Show Graphic Merchandise](https://www.trendhunter.com/trends/blonded-radio.md) - [Athlete-Backed Jewelry Brands](https://www.trendhunter.com/trends/mens-jewelry-brand.md) - [Holographic Pet Accessories](https://www.trendhunter.com/trends/holographic-pet-accessories.md)