Awe Inspired jewelry has teamed up with Warner Bros. on a magical collection of jewelry inspired by the upcoming film “Practical Magic 2.” The Los Angeles-based brand’s collection of necklaces, earrings and more has officially launched, just in time for the sequel’s Sept. 11 release.
“‘Practical Magic was one of the first films to treat feminine intuition as power rather than ornament,” Max Johnson, cofounder and chief executive officer of Awe Inspired, said in a statement, referencing the cult classic film starring Nicole Kidman and Sandra Bullock.
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“Translating that mythology into pieces women actually wear was the most natural collaboration we’ve stepped into. Every charm in this collection has a story the Owens women would recognize,” Johnson said.
The Awe Inspired x “Practical Magic 2” collection looks back at the 1998 film and reimagines magical symbols into wearable talismans. The collection features motifs like ravens, belladonna, spell books and dandelions, all of which are reimagined in fine metalwork and carved gemstones.
The collection includes rings, necklaces and earrings, all evoking the visual language and style of the spooky season movie. Pieces like the Deathwatch Beetle pendant and Deathwatch Beetle ring come in lapis, tiger’s eye and lab-grown purple stone, carrying symbolic links to mortality and transformation.
Awe Inspired’s collaboration on a collection inspired by “Practical Magic 2” comes amid the ubiquity of ’90s and early 2000s nostalgia. From pop culture to fashion, sentimentality and renewed appreciation for Y2K styles and cultural moments are aplenty.
Beyond the Awe Inspired x “Practical Magic 2” jewelry collaboration, celebrities have turned to the early 2000s and ’90s runway for promotional tour looks, while the rise of Y2K-era ballet flats continues to maintain its popularity. Nostalgia-inspired jewelry collections are also on the rise, with Awe Inspired capitalizing and meeting all these trends, plus a new film release, in the middle.
“Practical Magic 2,” based on Alice Hoffman’s 2021 novel “The Book of Magic,” sees Nicole Kidman and Sandra Bullock reprise their roles of Gillian and Sally Owens — two sisters from a long line of witches who must work together to break a curse that’s plagued the women in their family for centuries. The film hits theaters Sept. 11.
