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Move Over Quiet Luxury, 44 Once Upon A Time Are Bringing Back Eccentric Glamour

by Molly Gymer

Let me introduce you to a label best known for eccentric glamour: 44 Once Upon A Time 

Creating statement accessories, each piece is inspired by objects you might not think of when fantasising about your dream clutch bag. 

However, their one of a kind creations are hard to forget. Blending elegance with daring designs, the brand is the picture of modern fashion.  

The ‘Delicious Clutch’ features in the current collection, aptly named Bling My World, and merges two prevailing addictions: fast food and smoking. Presented in a comical way, the styling for this shoot was equally fun. 

Featuring rhinestones, along with their other accessories, each are picked and applied by hand. The brand prides themselves on this on high quality, time consuming process to create quality items for their wearers. 

Other accessories within the collection include the “Playing You” clutch; a diamanté keyboard bag and earrings in the peculiar shapes of champagne bottles, crystal covered crabs, scorpions and fish bones. 

The unconventional designs have caused a buzz on Instagram along with their unique marketing approach which includes aliens, blurred Polaroids and earrings posed next to bowls of cereal and old Nokia phones of all things! 

Is this the laid back, Gen-Z way of marketing? If so, it works. The posts are attention grabbing and memorable in their own whacky way. 

44 Once Upon A Time are redefining luxury through their audacious designs. 

Edited by Emily Duff

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