MENBLAZONED

G e n d e r f u l J e w e l s
INDEX

~ Concept Note
~ Concept Board
~ Hindsight
~ Insight
~ Foresight
~Trend Application
~ Brand Identity Prism
~ Brand DNA
~ Brand DNA Board
~ Creative Direction Concept
CONCEPT NOTE

For a majority of people, jewellery has always been a way

of accentuating and elevating an outfit. The art of
adornment enhances the beauty and status of the wearer.
Adorned in the finery passed down by generations,
jewellery has perpetually been a way of representing
wealth, riches, profusion and prosperity. Centuries ago,
men wore the earliest form of jewellery with great alacrity.
However, with gender norms imposing outdated
perceptions and the beginning of 'The Great Male
Renunciation', men relinquished their claim to adornment
and beauty for nearly 200 years. A comeback was on the
horizon. Rebellion has been approaching all corners of our
globe, throwing such gender norms right out of the
window. In today's world of expressionism and freedom,
there is nothing wrong with wearing your heart on your
sleeve….neck, wrist, lapel or fingers.
MENBLAZONED
EXPRESSIONISM
ACCENTUATE
PROFUSION
 HINDSIGHT
For men, especially those in the Indian culture, traditional
thinking has for many years dictated that jewellery should be
subdued so as to not appear flamboyant or 'too feminine' .

However, this cultural norm is not indicative of the extensive

history of male jewellery. While the past century has mostly
restricted men's jewellery to a fancy wristwatch and maybe
just one ring, history shows men's fondness for jewellery.

In the ancient ages of mysticism and the founding of

civilisations, jewellery played some important roles of imbuing
magical powers and signifying leadership. Claws and fangs
were perforated and strung into necklaces, as they were
believed to confer the strength and power of the animal to the
wearer. Gold, Silver, and precious stones were revered as
bridging the gap between mortals and gods.
 INSIGHT
In recent years, the codes governing masculinity have been
loosening up while the traditional lines between feminine and
masculine fashion are blurring away. Although jewellery has
been conventionally viewed as a female domain, we're now
seeing men experimenting with it, more than ever. The evolution
has been far from smooth, with still a long way to go...

While minimal accessories for men are now quite common, it is

likely that men will go around encrusted in heavy jewels pretty
soon. Still, up to now, women have had most of the fun, and
now's the time for men to have a turn.

Female held a dominant position in 2014

Source: miro.medium.com

However, "In May 2014, sales of men's accessories grew 9 percent,

reaching 13.6 billion and capping a two year period that saw the
category grow 13 percent. source: Business Of Fashion

 FORESIGHT
Trend reporting lies on certain assumptions, one being to
claim a fairly popular trend as the new cool, thus implying a
degree of never-seen-before novelty.

As the boundaries of menswear and womenswear continue

to blur, jewellery has undergone its own transformation. If
anything, it has become a gentler way to ease into the
possibilities of gender fluid attire. Therefore, our increasingly
pluralistic and open global culture, along with continuing
blurring of gender roles will result in a new renaissance for
male jewellery.

Source: www.grandviewresearch.com
TREND APPLICATION
Potential Brand for Trend Application

Prerto is one of the most loved Indian Designer Accessory

label, which was launched in the year 2012. Prerto believes
that accessories brings out the best look in an individual
and speaks volumes about their personality. Prerto is one
of a kind and unique in its approach towards making
jewellery special for everyone.
 BRAND DNA

Prerto perfectly blends modern trends and techniques with

our rich cultural heritage , creating luxury pieces that are
everlasting in everyone's wardrobe. Their jewellery is bold
and effortless, and can be easily paired with anything and
everything, which evidently is the underlying theme of most
of their collections and campaigns. Prerto emits an edgy,
bold and contemporary vibe that is fashion forward.

HERITAGE

EVER

B
F S H I O N F O
R W A R D
PL AYFUL
LUXU Y D
DGY
ASTING

MODERN
CONTEMPORARY
EFFORTLESS
 BRAND IDENTITY PRISM

Physique Physique
Bold Edgy
Effortless Contemporary
Dynamic Fashion forward

RELATIONSHIP CULTURE
Heartening Fusing indian
Trustworthy heritage with
Personalised modern and

advanced

techniques

REFLECTION SELF IMAGE

Rousing Vibrant
Modern Everlasting
Multi-cultural Unique

CREATIVE DIRECTION CONCEPT

Introducing Menblazoned, as a collection as well as a

campaign under the brand, Prerto .

With Menblazoned, one gets to experience a collection of

jewellery exclusive for men, that incorporates edgy,
effortless, and fashion-forward elements arising from
modern advances and techniques. The collection does not
compromise on the aesthetic of the brand while focusing on
genderful jewels.

This particular collection would cater to men who are willing

to experiment with their personal style along with the ones
who believe in the concept of gender-fluid attire.

The collection adds to the already established values and

ethos of Prerto all while delivering contemporary styles with
a tinge of Indian heritage.
As a part of our marketing strategy, the brand will curate special PR packages
to be sent to influencers such as Siddharth Batra, Ankush Bahuguna and
Vishnu Kaushal so as to navigate their audience towards the brand and its
collection, MENBLAZONED, especially since creators like them have been a
huge force to reckon with when it comes to bending gender norms.
 INSTAGRAM FEED

MENBLAZONED
G e n d e r f u l J e w e l s
 SHOT BREAKDOWN

SCENE 1 Introduction of our concept along with

suporting visuals.

SCENE 2 A visual of the concept name

'MENBLAZONED'

SCENE 3 Brief explanation of the conept through visuals

and voiceovers.

SCENE 4 The evolution of men's accessories. Briefly

talking about the Hindsight, Insight and
Foresight of Genderful Jewels.

SCENE 5 Self shot + Secondary visual montages and

clips relating to the topic

SCENE 6 Introduction of the potential brand along with

the creative direction conceptfor the campaign

SCENE 7 Conclusion of 'MENBLAZONED' along with end

credits.