FASHION, MAKEUP AND JEWELERY FOR ALL

The masculine-feminine division in jewellery design has traditionally been evident. However, as our perspectives on gender shift and men become more courageous in their fashion and grooming choices, more designers are taking an androgynous route to the market.

Last year, Brazilian-born jeweler Fernando Jorge released a collection called “Parallel” that he denied putting a dated gendered label on. To date, the jeweler had a strong connection with feminity, designing soft and luscious curves, inspired by his homeland that mastered that tricky balance of edgy and feminine. This makes Parallel an even more riveting move, as it comes from a brand that has not tinkered in men's jewellery before. Parallel still has all the ardor of a Fernando Jorge design, although it can be worn by anyone who chooses to – or at least that's what his campaign suggests.

This shift in design attitude is about presuming to not set style rules. While collections might be considered as overtly masculine or feminine by consumers, that's their prerogative. Following the mode in fashion for positive diversity and androgyny, defining the sex of a garment or jewel seems less and less like a decision for designers to make, but one that individuals should make based on their personal style.

These days, many progressive beauty companies are shifting towards a gender-neutral approach in their advertising, marketing, and production. The makeup company Covergirl, for instance, launched an ad campaign with James Charles- their first male model and spokesperson- in 2016. In addition, big fashion brands like Tom Ford and Marc Jacobs are now launching male-centered beauty lines, and consumer representatives are taking advantage of skincare and makeup products. While this study indicates that more men are growing concerned about their beauty, it also implies that beauty companies can dedicate their budget and advertising to a whole new market.

The concept of genderless jewellery is not new, but 2020 has seen a subtle shift from trend to something more permanent. Conservative attitudes towards gender are changing, and this new era of acceptance and inclusivity is creating a noticeable effect on the world of jewellery design. By removing the concept of gender entirely in the creative process, a whole new category of jewels has sprung up that mirrors the increasingly fluid world around us.

- Khushboo Verma