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A La Mode: Dominic Jones

Five time BFC NEW GEN award winner and jeweller to the Brit fashion elite, Dominic Jones knows the power of good brand promotion. Previous look books have featured the likes of Orlando Weeks, Cara Delevigne and Downton Abbey star Jessica Brown-Findlay and the campaign for his latest line DJ by Dominic Jones isn’t short of a famous face or two. For the promo-vid Jones has called upon the support of (good friend and investor) Alice Dellal, Phoebe Collings-James, Chelsea Leyland and Kesh, dressed them in 90′s cropped tees and acid wash denim and got them dancing along to the suitably nostalgic track Ex-Girlfriend by No Doubt.

Known for his “tough, almost aggressive elegance with a luxury finish”, Jones has long shied away from using colour in his beautifully sculptural pieces. For DJ, however, Jones chose to work mosaic enamel in shades of pinks, blues and purples into the claw knuckle duster, claw ring, thorn studs and fang necklace-all classic shapes taken from his first ever collection “Tooth and Nail.”

Talking about the new collection Jones says, “I’ve always avoided doing diffusion collaborations with other stores, I wanted to be able to do a collection myself so it could be to a good quality. I’m really pleased with the collection and searched to find a good factory. DJ by Dominic Jones allows me to take the brand in a young and fun direction.”

DJ by Dominic Jones £40-100 is available at my-wardrobe.com and Harvey Nichols

Check out the promotional video below:

 

(Photography Courtesy of Dominic Jones)

 



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