Jewellery Meets Couture Collaborating with Fashion Designers
The trend of jewellery brands collaborating with fashion labels isn’t new. It’s been there for quite some time now and is here to stay. From a layman’s perspective, great fashion is incomplete without great jewellery. It gives the entire ensemble a complete look. For this reason, fashion designers are joining hands with jewellery brands. It’s a win-win situation for both. Both the parties get to extend their influence, reach a wide audience and create buzz. However, for a collaboration to work, both the parties must have shared values and a similar aesthetic. Only then will a partnership succeed and the audience too will appreciate it.
Before we look at a few collaborations that really worked, let’s look at a few prerequisites that are important for a successful partnership.
Factors that Influence a Partnership between a Jewellery Brand & Fashion Label
Shared Values & Vision
Haute couture as well as the jewellery brand must align on their core values, target group and overall brand ethos. This is very important for a partnership. Luckily, both these industries are driven by meticulous craftsmanship and artistic integrity. Whether it’s an heirloom saree or a hundred-year-old necklace, both tell a tale of their own and have probably taken hours to complete. Collaborations are not just creative synchronisations but also honour heritage.
Similar Design Aesthetic
We’re not saying that fashion and jewellery brands must have the same design aesthetic. However, they should complement each other on the runway. The goal is to create a harmonious, natural look, not a forced one. Depending on the silhouette the jewellery is being paired with, it should be balanced. For example, a heavy piece of jewellery would look best with a heavy fabric or something like a gown. On the other hand, if the jewellery is fine and delicate, the fabric too must complement it. This also helps ensure that a cohesive message reaches the audience rather than diluting either of the brand’s identity. Also, proper credit and respect should be given to the artisans and designers wherever due.
Customisation & Storytelling
When fashion labels collaborate with jewellery designers, they specifically work on exclusive, unique pieces. Sometimes, a particular garment or piece of jewellery may not even be available in stores but is only made for that runway show. This is quite possible and the show may only serve as an exhibit. For example, a couture gown may be paired with gemstones from a high-end jewellery brand. When fashion and jewellery are created in dialogue, every collection tells a story. It decides the mood of the runway collection. The way jewellery is paired with fashion and vice-verse depends on the stylist. They make sure that the visual harmony is maintained so that garments as well as the statement jewellery have their own moment.
Open Communication & Trust
When two brands collaborate, open communication is a must. This is essential for a smooth and successful partnership. Early on the collaboration, both the brands should understand the benefits and why they’re collaborating in the first place. This makes the entire partnership more adaptable and open to new trends and ideas.
Iconic Modern Collaborations
- India’s largest jewellery retail brand in India, Tanishq collaborated with renowned Indian designer, Rahul Mishra. Comprising 60 exquisite jewellery collections, the collaboration aimed to capture the essence of Rajasthan’s architectural marvels. The aim was to create a synergy that transcended traditional boundaries and brought Indian heritage closer to the international fashion landscape. The apparel featured contemporary silhouettes and chic vintage pieces. The aim of the campaign was to empower local craft communities of India.
- Reliance Jewels also collaborated with fashion designer Monisha Jaisingh to promote its Thanjavur collection. The collaboration aimed at blending a traditional aesthetic with contemporary fashion trends. Jaisingh’s unique design perspective beautifully complemented the jewels and gave it a fresh perspective. The beauty of such a collaboration is that it appeals to fashion enthusiasts and jewellery connoisseurs at the same time.
- Another iconic jewellery brand that has a history of collaborating with various fashion designers is Amrapali Jewels. The brand has partnered with brands including Masaba Gupta, Manish Arora, Anamika Khanna, and more. Beyond the runway, these collabs have also happened on film sets. A few movies where you can see the jewels as well as the haute couture pieces are Bahubali, Bajirao Mastani and Manikarnika.
Final Words
When jewellery and fashion get together, the result is more intriguing than we can think of. It’s a celebration of beauty, purpose, emotion, and intricate details. Jewellery not just elevates the outfits but also redefines the entire narrative of fashion. The right partnership can definitely be a powerful tool to grow your brand. Whether you’re passionate about jewellery designing or love creating apparel, at Vogue we have an array of courses that are ideal for students of various calibres.
