DKNY JEWELRY RELAUNCH — MANALI MOHANTY

GLOBAL RELAUNCH OF DKNY JEWELRY LINE

Design Direction/Design Strategy

DKNY tasked us with reinventing their jewelry aesthetic in 2015. The existing collection was commercially successful in certain markets such as EMEA but not in line with the brand identity. They requested a complete revamp of the jewelry line executed within 9 months.

I collaborated with DKNY creative team on design strategy. I started with a deep dive into the brand heritage and DNA, identifying the 4 personas of the DKNY girl, studying jewelry trends and identifying new distribution opportunities such as DKNY flagship stores globally. Next I defined how the 4 DKNY Lifestyle categories: ‘Modern’, ‘Chic’, ‘Glam’ and ‘Edge’ would be expressed in jewelry. How does ‘Modern’ interpret into a jewelry aesthetic? And so on...

MODERN

Streamline. Clean Aesthetic. The beauty is in the form. Minimal and elevated use of logo. Not overly embellished.

CHIC

Play on proportions. Always relevant. Elegant use of materials & colors. Feminine but not girlie. Fashionable but not trendy. Color play is classic. Signature hardware. Refined chain.

GLAM

Glitz. Embellishment. Whimsical. Quirky. Logo as word play. Playful color.

EDGE

Hardware. Heavy chain. Material mixes, especially sporty materials, synthetics, acetates. Unusual combinations/juxtapositions. Color is serious.

DESIGN INSPIRATION BOARDS

Next we created the design language for the 3 tiers of the product assortment pyramid. Defining the looks for CORE (Essentials), FASHION (Novelty) AND LUXE (Top of the Pyramid).

CORE

Metal, hardware, everyday basics

CORE

FASHION

Material mix, logo, color

LUXE

Personalization, customization, layered looks

RELAUNCH CONCEPT 1: CORE LAYERS

Inspiration: urban essentials such as bike chains and locks, paper clips and hardware store finds.

CORE LAYERS

Bold chains with a sport touch. Classic layering pieces with hardware emphasis.

CORE LAYERS: CHAMBERS

Utilizing instantly iconic DKNY hardware to accentuate a large-link chain - the story's central theme. Chambers deftly conveys the street-inspired edge of the city with certain sophistication and style.

CORE LAYERS: STANHOPE

Playfully integrating brushed and polished finishes into effortlessly minimal design languages, Stanhope explores the sleek aesthetic of hardware. Smooth bangles, stack rings and hoop earrings pair with geometric studs and hex shaped rings for an urban, sophisticated look and feel that cleverly commemorates the energy and life of the city itself.

CORE LAYERS: STANHOPE

RELAUNCH CONCEPT 2: FASHION

Exaggerated sport closures. Mix of materialization: silicone, plastics and leather. Bold and playful

FASHION: PARSONS

The true genius of New York City is that it begs to be customized. Thousands of walks of life paint the city in the cultural diversity it's known to represent. So goes the story of Parsons, a collection that features vibrant color, bold new materials and innovative uses of the DKNY logo. As a result, earrings, cuff bracelets and multi-dimensional slider bracelets provide style and sophistication in myriad of combinations. This story is your story - wear it how you like it.