NAJ News

Trend Book 2020+ launched at VicenzaOro

02 Oct 2018

Global jewellery design trends in 2020 and beyond will be powered by rapid technological, artistic and cultural changes in the 21st century. David Brough reports.
 
The VicenzaOro fair last month launched its Trend Book 2020+, projecting a sea change in global jewellery design trends and echoing rapid shifts in society, art and design of a century ago.Jewellery design trends reflect changes in society, and the latest technological advances will impact on trends in 2020 and beyond.
Asymmetry, consumers’ demanding more personalisation, and reinterpretations of themes like Art Deco, spirituality and nature, will dominate. The worlds of fashion and jewellery will edge closer.“The next few years will echo the first two decades of the 1900s in terms of the pace of change across art, design, cars and cinematography,” jewellery trends analyst Paola De Luca told a trade seminar to launch the trends. “The beginning of the last century was very similar to today.”
De Luca, who leads the fair’s TRENDVISION, which researched and published the Trend Book, said the echoes from a century ago will influence design inspiration, with a vigorous focus on Instagram era imagery.The Trend Book is used by researchers, market analysts and brands to help guide choices about the best-selling commercial jewellery designs.Asymmetry will be a major theme, notably in earrings.
“Complex, interesting, uncommon looks – still beautiful, but not too perfect, blurring the lines of luxury,” De Luca told a packed room full of designers, retailers and media from around the world.
 
Personalisation will be another major theme, with new jewellery collections often made up of unique pieces.
Designs will blend influences from different cultures, as people travel more, becoming ‘multi-local’.
New technologies and digital culture will trigger more connected designs and self-expression – arrays of links in chains, greater use of nano-technology, layering, and mixing and matching of materials.
 
The projected appeal of green gemstones hint at nature and imperfection: inclusions and rough, organic stones will be much sought after.
Pearl will be popular for both women and men, with a contemporary twist – no longer just strings of perfect identical beads.
Art Deco features, including Chinese influences, will be reinterpreted, with the black-and-white shades of the 1920s and 1930s, and materials such as Bakelite, making a comeback. 
 
Nature will be re-coded too, with insects popular but no longer attractive representations. “Bugs will be less pretty, more dangerous… with an edge… for example, it’s not really a bug, it’s a robot,” De Luca said, referring to the recent popularity of robots on the catwalk.
Demand for men’s jewellery will rise, increasingly a sign of social status as in Chinese and Indian culture. “Precious materials will be gender neutral: men will wear diamonds – black, brown and white… and will increasingly wear one diamond in their wedding band.”
 
The Trend Book 2020+ can be purchased here