More often than not you see jewelry worn and marketed towards women, but the traditional lines between what's feminine and masculine are blurring. There's truly nothing like the intimate feeling of being draped in beautiful stones and metals and every identity should have the freedom to feel extraordinary and beautiful, every day. A brand that fully embodies these values is one of our favorites WWake.
Wwake teamed up with photographer Matthew So to create the POWER FEM Campaign. WWake and So created a campaign where their stories and intent worked so harmoniously that the images speak for themselves.
"We view femininity as weakness, even though it’s inherently human. When we choose to embrace our femininity, we accept vulnerability and turn perceived weakness into strength." - Matthew So.
“WWAKE is about intimacy—from the personal scale of the designs, to the story of our materials. I think every bit of the brand is about making a connection to something that feels magical, but also something very real and inspiring. Part of my work as a designer is using my materials to design something that evokes that feeling—but the other part of my work is building relationships with the very people who have a hand in our jewelry." - Wing Yau, Referenced from an article written by Noah Lehava for Coveteur
"If you don’t fit the narrow definition of what society sees as feminine, you aren’t celebrated. Because in a masculine-driven world, feminity is suppressed across all spectrums. This inspired me to create POWER FEM – a series of images celebrating people for putting their femininity forward," - Matthew So.
We were moved and inspired by the breathtaking, natural beauty in this campaign. WWake Jewelry enhances the inner strength and beauty that comes from within, and we are proud to carry their line at Cedar & Hyde. Check out our full collection here.