WWD.com/accessories-news/jewelry/fallon-launching-mens-jewelry-3247193/
government-trade
government-trade

Fallon Launching Men’s jewelry

Jewelry designer Dana Lorenz is launching a men’s collection for spring under her Fallon label.

Jewelry designer Dana Lorenz is launching a men’s collection for spring under her Fallon label.

Fallon is the lower-priced diffusion of Fenton, and its signature looks are twisted jumbles of disparate chains and strands. The Fallon Men’s collection, featuring layered pendant necklaces, pins, leather-wrapped metal bracelets and necklaces and brightly colored cuffs with Louis XIV motifs, will retail for about $140 to $460.

“It’s based on French interiors,” Lorenz said. “The motifs in the cuffs and pendants are taken from furniture carvings, but the metals are more modern — gunmetal and bright silver and enameling with bright colors that look like car paint. So it’s modern even though the styles are taken from traditional things like watch chains.”

There are 15 to 20 styles offered in different metal finishes. Some of the most distinctive designs are enameled metal cuffs with fraternal slogans and Latin phrases.

In addition, Lorenz has collaborated with men’s wear designer Tim Hamilton on a capsule collection for spring, which will be shown alongside Hamilton’s secondary label, Redux, during New York Fashion Week.

Lorenz, a nominee for the 2010 CFDA Swarovski Award for Accessory Design, has a fine arts background and broke onto the fashion scene when she collaborated with the now-defunct men’s wear label Cloak, a move that put Fenton fine jewelry on the map. Since then Fallon, with its more accessible prices, has become the editorial favorite.

“With Fallon having such success, we’ve had a lot of inquiries about doing men’s,” Lorenz said. “Men are more and more responsive to different looks and color and accessorizing more.”

The distribution strategy includes co-ed stores that already carry the women’s product, and approaching directional men’s boutiques such as Traffic and Oak, she said. The Fenton boutique on Manhattan’s Lower East Side will also carry Fallon Men’s.