New Jewelry Brand Of Arc's Debut Campaign Film Will Make You Want to Move to LA
Inspired by the Internet, social anxiety and Big Pharma.
Meet Of Arc: the new 2018-launched Los Angeles jewelry brand that is making its own mark on both contemporary culture and fashion. Incorporating an active dialogue into its ethos, the label vocalizes its observations on today’s unprecedented level of interconnectedness. As explained by the brand itself, “Every variable matters. Geopolitics affects culture. Of Arc is a reflection of this ever changing diaspora of the modern day.”
For its debut collection, the new brand introduces “Prescription,” a program inspired by the Internet, social anxiety and Big Pharma conspiracy theories. As a design commentary on today’s youth culture, the central themes of the release are Escapism and Romance. Beautifully embodied in the campaign film, the concept is further brought to life by the products themselves. From an earring constructed with the shapes of safety pins and paper clips, to bracelets in the form of packing fasteners, Of Arc transforms banal objects into stunning statement jewelry pieces.
You can see the official debut lookbook in the gallery above and the campaign film in the player below. Shop the collection online at Of Arc.
For more of the latest jewelry, don’t miss Bing Bang Atelier’s latest launch.
