Father’s Day has American roots, originating in Washington State in 1910 and is now celebrated around the globe on the third Sunday of June. Jewellery is becoming an increasingly popular gift option as men embrace its value in topping off everyday outfits, commemorating family ties and expressing their individual style and personality. As Vogue observed, there has “never been more jewellery on the men’s runways” than seen for SS2022, particularly in Hermès, Rick Owens, JW Anderson, Burberry and Dior’s presentations.
The selection of men’s jewellery on display this year challenges gender stereotypes to the extreme with a definite shift to more androgynous styling. As is to be expected, we see some of the themes from the women’s 2022 collections crossing over to menswear in varying degrees. Variety is king, making it trickier to pin down a singularly dominant trend, and simultaneously providing the jeweller ample opportunity to hook into a theme that works with their own signature style. Since the genderless movement has predominantly been adopted by younger Millennials (and as South Africans generally tend to lean towards the conservative end of the spectrum) we’ll mostly examine the trends that would translate well locally for Father’s Day. But for those who are already comfortable with expressing themselves through jewellery, 2022’s trends allow them to be even more daring.
Big and bold, colour and whimsy
Dior’s line embodied a kitschy sense of play, expressed through a Smartie-box variety of crystals, comic book motifs and colour on long statement pendants. Burberry worked splashes of coloured perspex and heavy earrings into their body-mod infused range, and Gucci went over-the-top with coloured gems that echoed a Versailles-style glamour. If all that’s too ‘out there’ for your clientèle, consider the more accessible gold chain necklaces slung low over the chests of the Tom Ford models. Indeed necklaces made a solid appearance on the 2022 catwalks, with Etro’s compact but bold chokers forming a progressive counterpoint to the Tom Ford offering. The average South African dad may not be ready for the massive necklaces that adorned the models of Vivienne Westwood and Gucci, nor the pendant earrings on display at Saint Laurent, but perhaps signet rings would be a local compromise on this trend – a classic and widely accepted men’s jewellery option.
Layers:
We see a continuation of the ‘Neck Mess’ look, evidenced in the Isabel Marant, Tokyo James, and Saint Laurent stacked charm pendants, and a tendency towards transforming tools like bottle openers and other implements into wearable miniatures, which invoke a sense of utility and found treasure. This casual and practical approach to adornment might find more of a foothold locally – in the same vein of the paracord bracelets that can be unwound and used as ropes in an emergency.
Bracelets remain popular
Speaking of bracelets, they’re still a firm favourite in men’s fashion. The trend seems to be towards stacking multiple thinner bands in more minimal designs rather than the statement cuffs that were popular in seasons past. Again reflecting the female fashion put forward on the SS2022 catwalks, bracelets for men feature beads, colours and gemstones. Elongated link chains also make a prominent appearance for the gents, especially in sterling silver.
Nature-inspired
As you might expect, earthy elements were represented in the men’s jewellery lines this year. Tap into this by pairing staples like braided leathers and cords in browns and neutrals with complimentary blues and greens, and accented by Sterling Silver to make an easy-wearing accessory that matches most aesthetics. The timeless, classic elegance of pearls was given a masculine spin by Louis Vuitton and Valentino, and pundits say the pearls-on-men look is here to stay.
Ann Grimmett, Vice President of Merchandising at Jared, notes: “The Men’s business is on fire in Jared, which is in line with trends we see on celebrities and runway. Traditional offerings in Gold chain continue to do well, particularly in larger weights, but men are doing more layering on neck and wrist, and also expanding beyond this. Some of our top trends include Diamond studs, medallions and beaded bracelets. We expect to see strong sales in black diamond and gemstone for Holiday. And we believe pearl will begin to trend.”
For the snappy dressers
Swinging over to the high jewellery market, be inspired to zhoozh up the classic suit by the glam presented by Dior’s crystallised belts, Dolce & Gabbana’s wristwatch and bracelet chain combinations, or Jil Sander’s brooches. Cufflinks remain a go-to item for formal work attire and adding pizazz to that cocktail party ensemble. Intricate detailing and softer patterns made an appearance too, particularly in twisted rope motifs on pendants, bracelets and cufflinks.
Back to you
The current display of over-the-top jewellery for men is expected to change perceptions and normalise a more toned-down version of this adornment, presenting the chance to sell simpler pieces to those dads who have yet to take the plunge. Your marketing strategy should target both the family members and the men in your ideal client base. Don’t miss the opportunity for add-on sales of gift boxes, jewellery cleaner and polishing cloths! Incorporate customisation into your range – this is always popular for this gifting occasion and remains reinforced by the personalisation trend of 2022. For the more expressive man, an item that represents a hobby or passion would go down well, while perhaps commemorative milestones might be a better bet for the reluctant jewellery wearer. After all, what dad would refuse a sentimental, heartfelt gift that reminds him of his family?
Shrewd designers should note the influence of the Gen Z and Millennial ethos on wider culture. The push to express oneself through the passionate pursuit of life and dreams over material wealth means that consumers are more likely to value experiences and connections over ‘stuff’, and jewellery gifts with meaning are more important than ever. Ethically sourced materials and recycled metals are a must for dads concerned about the state of the planet they’re leaving for their kids.
Haven’t started planning your Father’s Day campaign yet? Check out our past article on just how to do that. Best of luck!
