En Route Partners with TikTok Star Tatchi for a Jewelry Capsule
References: enroutejewelry & hypebae
En Route has tapped TikTok star Tatiana Ringsby, famously known as Tatchi, for a new collection of gender-neutral accessories. The range spotlights mushroom-shaped necklaces and earrings as well as shark-themed jewelry designed by Tatchi, who goes by any pronouns. The influencer shared that the collection wasn’t initially slated for release as a Pride Month collection, but the launch just happened to debut in the month of June.
The collection celebrates individuality, whimsical fashion, and self-love. Matilda Guo, CEO and Founder of En Route, commented on the release: “We really do take pride in redefining creativity, giving Tatchi the space to explore their own creativity was an honor. Launching a gender inclusive collection during Pride was just a coincidence but that’s the whole point of the collection, being proud of who you are.”
Image Credit: En Route
The collection celebrates individuality, whimsical fashion, and self-love. Matilda Guo, CEO and Founder of En Route, commented on the release: “We really do take pride in redefining creativity, giving Tatchi the space to explore their own creativity was an honor. Launching a gender inclusive collection during Pride was just a coincidence but that’s the whole point of the collection, being proud of who you are.”
Image Credit: En Route
Trend Themes
1. Gender-neutral Jewelry - A trend towards gender-neutral fashion and accessories that cater to an inclusive audience.
2. Influencer Collaborations - An increasingly popular trend for brands looking to broaden their reach and connect with younger audiences in the digital age.
3. Whimsical Accessories - A rising trend toward playful, statement-making accessories that allow for self-expression and individuality.
Industry Implications
1. Fashion - The fashion industry has potential for disruptive innovation to create more gender-neutral and inclusive collections that cater to diverse audiences.
2. Jewelry - The jewelry industry has opportunities for disruptive innovation to develop more unique and playful designs that connect with younger, fashion-forward consumers.
3. Social Media Marketing - The trend of influencer collaborations opens opportunities for disruptive innovation in social media marketing strategies that can connect with niche audiences and drive sales.
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