Scrunch
Project Type
NID Coursework (Sem 2)
Duration
3 Weeks
Develop a deep meaningfulness about the jewellery and their relationship with culture and human body as a context. Understood the various aspects of jewellery and the factors which influence jewellery. Discover the silent features of intimacy and self expression as wearable art.
Apply this learning in a meaningful manner and develop an eye for materials and its manipulation.
Objective
To develop an understanding about non-precious experimental jewellery inspired from culture.
To understand the relationship which exists between self expression, wearable art expression and extension.
Conventionally Jewellery is defined as consisting of small decorative items worn for personal adornment, such as rings, brooches, necklaces, earrings, and bracelets made from precious metals and jewels. Over the years we have seen jewellery evolve and gain new definitions not only in terms of forms, styles and materials used but also in terms of the purpose it serves and message it conveys. This raises questions such as;
When does an object become jewellery?
What qualifies as jewellery and what makes it precious?
One of the major qualifying factors for an object to become a piece of jewellery is the size. Jewellery is generally smaller in size compared to other personal adornment objects. However, of late bigger pieces of jewellery termed as wearable art are gaining popularity. Jewellery may be attached to the body or the clothes, & the term is generally restricted to durable ornaments. Jewellery is also a status symbol, a collateral, a mode of self expression and often times a functional object.
Culture, traditions, religion, region and social status are some of the major factors that influence jewellery.
Preciousness of a piece of jewellery is hence measured not only in terms of its monetary value but also in terms of sentimental value (perceived value), craftsmanship, rarity and ideology it represents. Thus an object of adornment that can be worn on the body and which is precious to the wearer qualifies as jewellery irrespective of the material it is made of and price.
The term 'Jewellery' in today's context is used in a more broader sense which is not restricted to the conventional jewellery items & includes other non- conventional adornment items like hair accessories, eye wear, watches, etc.
Jewellery is then classified into various categories such as precious & non- precious, traditional, fashion, casual, wearable art, etc based on the materials, price, style, durability (life), purpose and size.
Target Audience
The target audience for whom we were asked to design were the millennials. Secondary research was conducted to understand the millennials better. After synthesis of the data collected from the research, the driving factors, the aspirations and attributes that define Millennials were identified to then further develop a jewellery collection for them.
Who are the millennials?
People born between 1980-2000 are known as the millennials. They are the people belonging to the age group of 18 to 35 years.
Driving factors of Millennials
Individualism
Personalisation
Experiences
Social Interaction
Innovation
Social Responsibility
Want to spark change
Value the stories behind products
What are the key attributes that define Millennials?
Innovative, Influential, Change-makers, Reformers, Quest seekers, Informed & Aware, Spontaneous, Ambitious, Flexible, Socially conscious, Diverse, Collaborative, Daring, risk-takers, social, tech-savvy, impatient, Bored easily.
What do millennials want?
Work - Life Balance
Flexibility and Change
Constant engagement
Crave Validation not Approval
Variety along with uniqueness
Simplification, De-clutter and Minimalism
Cultural, Spiritual & Philosophical Wealth
Impermanence
In this world everything existing is linked to the process of birth, decay & disappearance. That is the way of life, the way of nature. Inspired by the tradition of the symbolic 'Vanitas' paintings, the ‘Scrunch’ collection is a reminder of the transience of all earthly pursuits and how it can be a motive for design. It is a reflection on material worth. A contemplation of constant transformation of matter. We always demand that everything should be flawless but in the end, everything is dust or in time becomes dust.
Both the body and familial objects and environments act as hosts, providing a context that addresses the importance of place and image: specific concerns that motivate the values we possess. The irony of and differences between perceived and intrinsic value. This is an attempt to exploit the boundary between valuable and invaluable, provide the user with a universally accessible place of departure, and to provoke a dialogue about values and perception.
The theme was derived based on the research and developing an understanding of what would appeal to the audience.
Youth is a Gift of Nature but Age is a Work of Art.
Keywords resonating with the theme were mapped to create a mood-board and for form exploration of the jewellery.
Transient
Vanitas
Transformation
Corrosion
Impermanence
Disappearance
Ageing Gracefully
Disintegration
I followed an experimental approach for form exploration. Materials like different types of paper, fabric and foil were manipulated to create forms for the jewellery. Folding, crushing, cutting, and a combination of these techniques were used to create the forms. Some of the interesting forms which could be translated to jewellery were then shortlisted.
The pieces of jewellery in the Scrunch collection are characterised by provocative surfaces, colours, and textures that mimic the spontaneity found in natural growth and oxidation processes. Modifications, mutations, and unexpected surfaces and appendages call into question our concept of the precious, the value and significance of bodily adornment, and the social values that drive both.
Model
Shaili Shah
Photography
Pavithra Ramanujam