Collection Survey: POMS Launches Romantic New Frames In Entirely Beautiful New Collection

True romance.

Your dream eyewear and accessories label POMS has just set free a new collection of wares, complete with a brand new frame shape. The new guy, called Giro, is a rounder and more romantic version of your old favourite Gatto, produced in a range of tonal bliss — pink on pink, lilac on lilac, brown on brown, et al. And those dangling gems have absolutely been reintroduced.

The rest of the collection is entirely beautiful and features new colours on exisiting Nuovo and Ello styles, plus jewellery that keeps getting better and better. We’ve got eyes on the Roman ring and Gemma earrings, necklace and bracelet — a maximalist cable chain with links of tiger eye, onyx and rose quartz. But we also wouldn’t shy away from the more subtle Giro bangles, charm rings and hoops, with totally fine engraving.

But one of the best bits about this collection, as label boss Adrianna tells us, is that they’ve managed to eliminate plastic completely from their packaging. So good! Find out more cool things she did during the creation of the collection — like her research on Roman women and their jewellery ownership — in our collection survey below. And tap through the incred images from Dana Boulos above, to see the collection in full swing.

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‘Giro’ .. next week.. 💜💗 #pomsnuovo

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Name: Adriana Giuffrida

Starsign: Cancer

Where are you from and where do you live now?
I’m a third generation Italian Australian, living in Melbourne, Australia.

Any personal beliefs or values that are meaningful to your work?
My Mother and my Nonna. I grew up watching them knitting and making clothes. From a really young age I was interested in making my own clothes and accessories, so this naturally developed into POMS.

I think a lot about our impact on the world as human beings. We are constantly working to reduce plastic and waste in our home, and in our business. With this range we were able to eliminate plastic from our packaging, which feels really good. Little things like this can make a huge difference if we are all willing to make a change.

And what were you doing, learning or practicing while you were developing this collection?
It was so long ago that it’s hard to remember! I was spending time with my kids and designing the collection in my spare time. I’m always thinking about different ideas as I move through my days. For GIRO I was researching talismans and artefacts from Ancient Rome and Egypt, and studying the meanings of the stones I was using and their metaphysical properties.

During this process I learnt that jewellery was particularly important to women during Roman times because it was considered to be their own property, which could be kept independently of their husband’s wealth and used as the women saw fit. They had the right to buy, sell or barter their own jewellery as they wanted. Wild.

Can you tell me a little bit of background on the collection — any inspirations, references, important collaborations?
Our new frame GIRO is a nod to GATTO, which we introduced in 2012. GATTO saw super success and was worn by Beyoncé, Solange and a gang of beautiful, interesting people all over the world. We have re-introduced our signature dangling charms to the eyewear and worked again with solid and opaque tonal colours. Pink on pink, lilac on lilac, brown on brown and so on.

Gemology is referenced heavily in all of the pieces in the collection. I want the wearer to know that the stones in their jewellery and eyewear carry different meaning. Each piece comes with a little card explaining the properties of the stone that is in use.

We shot the GIRO campaign with our super friend and long time collaborator Rene Vaile. Ren gets us and gets the brand and we photographed three angels Amber, Logan and Evelina. We had wanted to work with Amber for a long time and she was a total dream.

Between campaigns we are constantly shooting content with people who we admire. Ellen Virgona made some stunning photos for us recently with Bella Thomas and a beautiful baby blue car, and seen here are photos that Dana Boulos shot for us with Arianne in LA. I had been following Dana’s work for a while and when she sent these photos back I nearly died.

POMS has grown so much, it’s so exciting! How would you describe the POMS girl today?
It is exciting. Running your own business is challenging, especially when you have a young family, but it’s also super fun and I wouldn’t have it any other way.

The POMS girl is confident in her style and likes to be a bit different. She’s intelligent, fun, friendly, social and passionate, and she cares about the people in her orbit and the world around her.

If the collection was a colour: Pink!

If it was a mood: Flirty

If it was an animal: Flamingo

If it was a language: Italian

If it was a place: Las Coloradas, Mexico

If it was a time: 1994

If it was a song: ‘Set Adrift On Memory Bliss’ – P.M Dawn

If it was a season: Spring

If it was a food: Momofuku birthday cake

If it was a famous person: Kelis

If it was a YouTube video:

If it was a smell: ‘Portrait of a Lady’ Frederic Malle

If it was a texture: Silky

If it was a quote: “Love means never having to say you’re sorry.” – Jennifer Cavalleri (Love Story)

If it was a film: Pretty in Pink

Photography and fashion: Dana Boulos
Hair and make-up: Paige Marton
Model: Arianne Dominique

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