Early this year, the beloved but enigmatic musician Frank Ocean announced the launch of Homer, an independent luxury label specializing in jewelry and scarves. After going relatively quiet following its initial launch, Ocean has returned to announce the release of Homer's second collection, titled 'When a Dog Comes to Stay,' which will be made available on the brand's newly opened web store.
The move to open a web store may come as a surprise to many, considering when Homer first launched, it was adamant in positioning itself as a New York City-based brick-and-mortar business. Now, the entire new collection will be made available online at Homer.com.The recent collection drop was also accompanied by a video campaign titled "I Remember," which can be watched on the Homer website.
'When a Dog Comes to Stay' explores the dog as a symbol of one that walks lighter," said Ocean. "A sheepdog, an Akita, and a bull terrier are rendered in pixels as if to simplify the qualities that make them our family. To the dog, it seems, loyalty is without thinking."
Musician-Backed Unisex Jewelry
Frank Ocean's Homer Launches 'When a Dog Comes to Stay' Collection
Trend Themes
1. Unisex Luxury Jewelry Collections - Demand for more gender-neutral luxury jewelry brands is being driven by consumers and creates an opportunity for independent labels to differentiate themselves in an overcrowded market.
2. E-commerce Expansion for Luxury Labels - More luxury brands are pivoting towards e-commerce as the pandemic continues to disrupt brick-and-mortar sales, creating an opportunity for online boutiques and retailers catering to high-end customers.
3. Narrative-driven Marketing Campaigns - Consumers are increasingly drawn towards brands that tell a story through their marketing campaigns and use symbolism to convey meaning, creating an opportunity for brands to develop a narrative and deepen customer engagement.
Industry Implications
1. Luxury Jewelry Brands - Independent luxury jewelry brands have an opportunity to differentiate themselves by appealing to consumers seeking unisex collections.
2. E-commerce Retailers - Online retailers catering to high-end customers have an opportunity to fill the gap left by traditional brick-and-mortar luxury stores.
3. Marketing Agencies - Marketing agencies that specialize in developing narrative-driven campaigns and visual storytelling can create meaningful connections between brands and consumers in the luxury market.