Bracelet Fads Throughout the 2000's: Legitimate or Phony?
A fundamental nature of fashion trends is that they come and go. Some fluctuate and evolve faster than others. Jewelry trends, in particular, change so often that it’s hard to keep up. Of course, the fashion world’s idea of what’s hot in jewelry changes each season as it is influenced by every bijoux-filled, haute couture collection that passes by. As for examples of jewelry trends that stem from the visions of high fashion brands, it’s marginally easier to find the origins of them à la The Devil Wears Prada. Although the choker renaissance of today could be attributed to the general resurgence of the 90s, for instance, one can’t underestimate the influence of high fashion’s obsession with them in 2013 runway shows. Other trends are hard to trace. This especially applies to jewelry fads that appear suddenly and disappear just as quickly. (Am I the only one wondering where Silly Bands came from and where they went?)
Some trends are a bit easier to understand. Many bracelet fads, specifically, begin when consumers buy into the symbolism, lifestyle, and supposed benefits of certain bracelets. The bracelet fad formula of optimistic promises and sketchy celebrity endorsements is what keeps these short-lived trends afloat. But, are the benefits and promises legitimate, or are they total baloney? STITCH weighs in on various bracelet fads over the years: what do they promise and do they live up to that expectation?
Livestrong Bracelets
These silicone wristbands were ubiquitous in the mid-2000s. They were developed by Nike in 2004 to fundraise for cyclist and cancer survivor Lance Armstrong’s Livestrong Foundation, benefitting cancer survivors and their families as well as cancer research. Initially, many people wore them as a way to honor loved ones who survived cancer and their message was closely tied to Lance Armstrong’s personal story of bouncing back and regaining cycling success after illness. Eventually, the Livestrong bracelets’ popularity exploded into a craze for silicone bracelets in general as they became less of a symbol of solidarity against cancer and more of a fashion statement. The effectiveness of the Livestrong bracelet message faded as multicolored silicone bracelets piled onto eager, trend-following arms. Bracelets that once represented a worthy cause eventually lost their meaning as fad-following bracelets saturated the market.
Eventually, after Lance Armstrong’s doping scandal and resignation from the Livestrong Foundation, the tight link between Livestrong and its founder became detrimental. Nike cut ties with Livestrong in 2013 and ceased production of Livestrong bracelets that same year.
Verdict: Very cool, until copycats and Armstrong’s personal affairs made them not so cool.
Power Balance Bracelets
And now, for something entirely less reputable. Power Balance bracelets are sporty silicone wristbands with hologram stickers in the center that, supposedly, increase the wearer’s strength and balance. (I’m guessing that the sticker is supposed to make them special and give them their power. But, by that logic, sticking Lisa Frank hologram stickers on my face would yield the same result.) These popular and highly questionable bracelets were spotted on celebrities like David Beckham, Kate Middleton, and Cristiano Ronaldo. Power Balance sold $35 million worth of bracelets during the peak of their popularity in 2010. It’s some real mystical stuff. They promise wearers optimization of the body’s natural energy flow and are supposedly influenced by “many Eastern philosophies.” Despite their promises and their abuse of exoticism to sell their products, Power Balance bracelets have been debunked by numerous studies and investigative reports. In fact, the manufacturers of Power Balance bracelets retracted their claims in late 2010.
The question is: how did these bracelets get popular in the first place? Why would anyone wear a second grade craft project in public? A possible explanation: star power. Have a celebrity like Shaquille O’Neal buy into your “Eastern philosophies” and you can sell anything.
Verdict: Not sure what they do, but they sure don’t look good doing it.
Lokai Bracelets
Undoubtedly the latest fad and the one that we’re all still living in, the Lokai bracelet craze surrounds the symbolism of the bracelet and the lifestyle it represents. Lokai bracelets are made of silicone (noticing a theme here) and have a white and a black bead: supposedly, the white bead contains water from Mount Everest, and the black bead contains mud from the Dead Sea. The water from the highest place on Earth represents the highs of life, the mud from the lowest point on Earth represents the lows, and the clear beads represent the in-betweens. The message of Lokai is to have balance--Lokai is “balance” in Hawaiian--and to stay humble. People love it: the bracelets have an incredibly strong social media following, and celebrities like Justin Bieber and Gigi Hadid are adopting the Lokai lifestyle without, Lokai claims, any monetary incentives. Similarly to Livestrong bracelets, Lokai also has a broader outlook: Lokai gives 10% of its profits to a diverse basket of charities. In fact, different colored bracelets benefit different charities.
Of course, take the Lokai lifestyle with a grain of salt. As inspiring as Lokai bracelets are, I can’t help but be skeptical of the fact that every Lokai bracelet contains water from Mount Everest and mud from the Dead Sea. I wanted to cut a bracelet up for posterity, but was prevented by the $18 price tag and my nearly-empty wallet. A quick Google search revealed more proactive people with the same concerns about Lokai that I have: various Youtube videos and pictures of Lokai bracelet dissections all found mud in the black bead, but no water in the white bead. Lokai responded to these reports by insisting that the water evaporates out of the white bead over time. It doesn’t really make sense to me. I guess it doesn’t matter. It’s the meaning behind the (missing) bracelet elements that matters in the end. I do have to say, $18 is a lot for a silicone bracelet and some mud.
Verdict: It’s a metaphor! A very expensive metaphor! At least it’s going to a good cause?