Modern Rodeo: Serge DeNimes Gets Gritty for 2025

Serge DeNimes isn’t playing it safe in 2025. The British jewellery brand known for its design-forward silver pieces has launched Modern Rodeo, a new collection pulling hard on the reins of Western nostalgia—think mid-century Americana filtered through a gritty, rock ’n’ roll lens.

The references are unapologetically bold. From horseshoes to cowboy boots and bull horns, the iconography is pure Elvis and Priscilla—Vegas heat with a distinctly British cool. It’s a line that looks like it could’ve lived through the golden age of Sun Records and still come out looking sharp in the present day.

Crafted in 925 sterling silver and finished with 14k gold plating, the collection leans heavily into statement rings and chunky pendants. This season also sees the introduction of oxidised finishes across the range, a detail that lends weight and texture to the pieces, giving them a lived-in appeal. These aren’t polished accessories made for display—they’re jewellery meant to be worn with denim, attitude, and probably a vintage tee.

Gemstones make a rare but welcome appearance here. Tiger’s eye in particular features across several hero pieces, adding a warm, earthy contrast to the darker silver tones. It’s an aesthetic nod to Vegas glam without tipping into costume. Think subtle flash, not full rhinestone cowboy.

What stands out most in Modern Rodeo is its ability to ride the line between past and present. It’s nostalgic without being twee, rugged but still refined. If your taste leans toward the classic but you want something that bites a little harder, this might be the range for you.

Serge DeNimes continues to evolve beyond its streetwear-adjacent roots. With Modern Rodeo, the brand proves it’s capable of storytelling through metal—a visual narrative rooted in heritage, rebellion, and a bit of Southern swagger.

The collection is available now at www.sergedenimes.com.