Signet’s Kay Jewelers has rolled out a diamond leather jacket that retails for $200,000, in collaboration with Public School New York.
The blue leather anorak jacket comprises more than 500 natural and lab-grow diamonds from Kay, the jeweler said last week. Public School New York cofounders Dao-Yi Chow and Maxwell Osborne designed the item. Kay debuted the statement piece on the New York Fashion Week runway on September 10.
The jeweler created the jacket to kick off its Love All In rebrand, which launched on September 8 across digital, TV, streaming and social-media platforms. The transformation will see Kay adjust its product assortment, with a continued emphasis on bridal and milestones while expanding the role of jewelry in self-expression, gifting and everyday. The brand has also redesigned its digital channels, shining a spotlight on storytelling.
Meanwhile, Kay is hosting a contest where entrants tell their own “love all in” stories, and 20 winners will receive a diamond from the leather jacket. In addition, it has set up a Kay Love All In pop-up as an interactive mobile experience designed to capture and share people’s personal stories. At the center of its campaign is a video set to Grammy Award-winner Charli XCX’s “Everything is Romantic featuring Caroline Polachek.” The campaign represents a series of relationships and moments of connection, showcasing different stages and expressions of love, the jeweler added.
Image: The diamond jacket. (Kay Jewelers)
