# Edible Jewelry Zushii '100 Percent Hard Candy' Accessories Are Sweet Wearable Treats By Milla Kiss | Published 2011-09-23 | Updated 2011-09-26 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/zushii References: [modalizer](http://www.modalizer.com/zushii-accessori/) & [zushii](http://www.zushii.com/mizz_zushii.html) Candy colors are set to take over the fashion world in 2012, and these Zushii accessories go straight to the core concept. The [earrings and rings](https://www.trendhunter.com/trends/milk-chocolate-ring-pop) in the Zushii '100 Percent Hard Candy' collection are made of pure candy; you can wear them, lick them or chew them as you like. The Zushii brand started out as a smart publicity stunt by the Italian guerrilla marketing agency Korrokontro. The 100 Percent Hard Candy launch was accompanied by a viral visual campaign, a crowdsourced anti-beauty contest, a street guerrilla campaign and loads of partying. The brand also has a [new earring collection](https://www.trendhunter.com/trends/jenny-lemons-x-magnolia-bakery) entitled 100 Percent Wild Wild Zoo, which features shopping totes, clutches and T-shirts. The 100 Percent Hard Candy fashion line is sold at Italian fashion boutiques alongside luxury brands and their [candy-colored collections](https://www.trendhunter.com/trends/candyinspired). Additional Photo Credit: [1](https://www.facebook.com/media/set/?set=a.83869827525.106763.73010727525&type=1) ## Trend Insights (Trend Hunter) - Score: 5.0/10 - Popularity: 61% | Activity: 80% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hip Fashion](https://www.trendhunter.com/hipfashion) ## Key Themes ### Why This Trend Is Growing - **Candy-colored Fashion:** Disruptive innovation opportunity: Explore the use of edible materials in mainstream fashion to create unique, interactive experiences for consumers. - **Guerrilla Marketing:** Disruptive innovation opportunity: Apply creative and unconventional marketing strategies, such as viral campaigns and street guerrilla campaigns, to generate buzz and engage audiences. - **Crowdsourcing:** Disruptive innovation opportunity: Utilize crowd participation and collaboration to create customized and community-driven fashion lines. ### Industries Being Reshaped - **Fashion:** Disruptive innovation opportunity: Combine fashion with food by incorporating edible materials into clothing and accessories. - **Marketing:** Disruptive innovation opportunity: Develop innovative marketing campaigns that leverage social media, viral content, and unconventional tactics to capture consumer attention. - **Luxury Goods:** Disruptive innovation opportunity: Explore the integration of playful, unconventional elements in luxury goods to appeal to a younger and more adventurous consumer demographic. ## Related on Trend Hunter - [Jewelry-Revealing Rock Candies](https://www.trendhunter.com/trends/mschf-4.md) - [Confectionery-Inspired Ring Designs](https://www.trendhunter.com/trends/brilliant-earth.md) - [Conversation Candy Jewelry](https://www.trendhunter.com/trends/zales-x-sweethearts.md) - [Precisely Made Edible Earbuds](https://www.trendhunter.com/trends/candy-airpods.md) - [Crystal Seaweed Candies](https://www.trendhunter.com/trends/misaky-tokyo.md) - [Jewelry-Inspired Ice Pop Makers](https://www.trendhunter.com/trends/zoku-ring-pop-mold.md) - [Gummy Candy-Inspired Eyewear](https://www.trendhunter.com/trends/jelly-collection.md) - [Wearable Candy Nail Polishes](https://www.trendhunter.com/trends/sally-hansen-x-ring-pop.md) - [Candy-Inspired Holiday Collections](https://www.trendhunter.com/trends/candyinspired.md)