RIJKJE’s new collection is inspired by spiritual solidarity and her fascination for the growth of Hip-hop culture. Because the creative and innovative ideas of ‘the youth of the street’ move whole generations and can no longer be ignored from the current zeitgeist. For her tenth birthday, Rijkje Vermeulen received a necklace from the jewelery store of her grandfather and grandmother, with the symbols for Faith, Hope and Love. These symbols now come back in combination with a series of creoles of silver and gold plated silver, with which symmetrical and asymmetrical combinations can be made in color.
The Dragon & Phoenix necklace carries a special story. Rijkje once received a beautiful golden amulet from her former lover, which is given to couples in China as a wedding gift and a symbol of happiness. This amulet is used in this collection as a necklace, in which the designer has added a heart (love) and mouth (way to the soul).
The Angel earrings we already saw in a previous line, but should of course not be lacking in the Hiphop theme of this collection. The renewed version of these popular earrings, with pendants in the shape of crosses, is again available in silver and gold plated silver. In this new collection, much use is made of contrasts. The urban feeling in combination with the symbolic jewelry creates an exciting image. For the campaign Rijkje let itself be guided by the fading boundaries between men and women. Previously characteristic or determining characteristics for gender – such as externals, but also emotions – flow more and more into each other. Women are becoming stronger and more powerful, where men show a more sensitive side. That is why the designer chose to show male models in this campaign.
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