An exclusive look into the brand’s new campaign and their recent pop-up store in Soho, London. Welcome to Hoemo World, a queer independent brand that exemplifies explicit and unapologetic pride. Rooted in LGBTQIA+ sexual positivity and the desire for personal queer expression, Hoemo World has soared to new heights with its latest campaign and stunning new collection.
Shot against the mesmerizing backdrop of Lanzarote, the brand’s campaign, captured by the talented photographer Paul Perelka, exudes vibrant energy. With art direction and styling by Hoemo World themselves, and the invaluable assistance of Hugo Batista, each image transports viewers into a realm of unfiltered joy and dazzling beauty. The models are Tom Carter, James O’Flynn, Atchen Pounapal, Tony Rodríguez and Hugo Abdul Jalbar.
The new collection is a seamless extension of Hoemo World’s original design handwriting, staying true to the brand’s roots while pushing boundaries. Celebrating the iconic and bold references to LGBTQIA+ culture, the collection comprises premium jewellery that effortlessly blends tongue-in-cheek humour with a nod to subcultures within the community.
Featured for the first time are a range of captivating earrings, as well as chunkier and bolder necklaces that make a statement—perfect for those unforgettable nights at the club. Maintaining their signature refined quality, Hoemo World introduces interactive pieces such as the spinning cock ring necklace and the caged cock with a removable cage, adding a playful twist to the collection.
And that’s not all! From June 23rd to June 25th, Hoemo World delighted Soho locals and visitors with a pop-up store located at 12 Poland Street. This central London hotspot became a temporary haven for all jewellery enthusiasts. The store opening on the evening of Friday, June 23rd, showcased not only the brand’s captivating new collection but also the visually arresting campaign in collaboration with Paul Perelka. Attendees indulged in delicious Karma Drinks, enhancing the already exhilarating atmosphere.
Hoemo World’s triumph lies in its ability to ignite explicit pride and celebrate individuality within the LGBTQIA+ community. Their jewellery serves as more than just embellishments; it is a powerful symbol of self-expression and pride.
Campaign photos by @paulperelka
Pop-up store photo review
