What’s in fashion? i-D Mag says Semper Augustus

We’re back in the news with as a rec from British fashion mag, i-D magazine. In their iteration of “What’s in fashion” (i.e. what’s hot), we’re very excited to say that Semper Augustus was the first on the list. What did they have to say?

“Semper Augustus jewellery destigmatize mental health. There are many luxury brands that support social issues and some that actively speak out against injustice, but there are few who have this written into their very brand DNA. Semper Augustus is one of those few, though. “I created Semper Augustus as an act of rebellion against the onslaught of injustices unfolding around us,” founder Sophie Flack said in a statement.

“Earlier this year, the jewellery label launched with abortion pill rings in reaction to the Supreme Court’s overturning of Roe V Wade, as well as a pronoun pillbox pendant in response to the “Don’t Say Gay” bill and that benefited immigration equality movements. Now, Semper Augustus has a line created especially for Mental Health Awareness Week.

“Inspired by her own experiences with postpartum depression and her support of the nonprofit Fountain House, Sophie responsibly sourced gemstones and had them cut and fashioned – by an ex-physician turned artisan no less – into pill pendants shaped to mimic depression medications such as Prozac and Zoloft, and anxiety drugs such as Xanax and Klonopin. The idea behind these accessories is that by wearing these stunning pieces, you’re destigmatising mental health issues that many face whilst also allowing all those who see it and may be taking that medication themselves feel less alone. A small but powerful statement!”