RETAIL WATCH 零售观察 38 | JNA July/August 2025 jewellery. Even brands are recognising this shift as seen in Louis Vuitton’s January 2024 launch of a dedicated men’s jewellery line. Jaeyeon Park, youth strategist at global trend forecaster WGSN, said Gen Z’s instinct to break norms drives three defining themes: Rebellious resistance, nostalgia and community. “In the context of today’s global polycrisis, Gen Z’s collective frustration is fuelling a rebellious design language,” noted Park, adding that grunge and punk-inspired subcultures and aesthetics such as industrial metal hardware, oversized chains and studded bands are making a comeback. Tough and subversive, these accessories offer both visual and emotional outlets for a generation channelling protest through personal style, she added. Capitani of EÉRA agreed, saying her company wanted to create something “unexpected, playful, and a little rebellious” as classic jewellery had become too conservative. EÉRA’s designs reflect this desire to challenge traditions with “modular pieces and industrial accents” that resonate with Gen Z’s expressive spirit. People born between 1997 and 2012, colloquially known as Gen Z, are redefining luxury on their own terms. While previous generations often view jewellery as a status symbol with emphasis on price tags, heritage and exclusivity, Gen Zs layer those traditional qualities with deeper values like authenticity, sustainability, digital relevance and personal meaning. “Jewellery used to be about occasion; now it is about identity,” said Chiara Capitani, co-founder of Italian fine jewellery brand EÉRA. “Gen Z wants jewellery pieces that reflect who they are in the moment, without needing a reason to wear them.” Breaking the rules Gen Z’s bold self-expression and willingness to challenge conventions are reshaping jewellery aesthetics through a lens of cultural commentary and emotional depth. Alison Crossley, senior foresight analyst of global consultancy The Future Laboratory, explained that old rules do not apply to Gen Z – women collect watches while men seek out fine Ring by EÉRA 出自EÉRA的戒指 Necklace by EÉRA 出自EÉRA的项链 Charm by Jennifer Zeuner 出自Jennifer Zeuner的吊饰 Z世代的破界时尚 Catching the fancy of GEN ZS | Isabella Yan | This precocious generation’s predilection for the bold and the unconventional is transforming the way jewellery is marketed, sold and appreciated. 新一代消费者追求大胆 破格的美学，彻底改变了珠宝的营销方式和欣赏角度。
RkJQdWJsaXNoZXIy NjAxOTU=