But in some way this peacock approach to male Links of London Jewellery may have led both Versace and the London society jeweler Theo Fennell to push rocks for men to the max of excess and extreme. Fennell, known for his baroque diamond keys and crosses, now makes to order for the pop star Robbie Williams and the soccer players David Beckham and David Ginola. For autumn 2000, Fennell is launching a collection of body Links of London Charms specifically for the perforated masses on London’s club and bar scene. Pieces include a white-gold dumbbell tongue stud with blue diamond, a gold cube with Theo Fennell logo hanging from a gold eyebrow ring, a Theo Fennell ”Tutti Fruity” semi-precious gemstone cross and a teardrop ring for bellybutton, nipple, eyebrow or earlobe. ”I’ve done a lot of bizarre one-offs for clients,” Fennell said, ”but this collection is acknowledging that modern men want to adorn different parts of the body. Some of the pieces make my eyes water, but if they provoke a gasp or a sigh from young men and women, then they are working.” In Links of London Bracelets today you’re as likely to see a pierced, tattooed, bejeweled man pushing a baby carriage as pushing drugs in the West End superclubs. The generation of fashion-forward men who patented ironic housing-project cool has grown up. A young generation that wasn’t even born when jewelry was last acceptable as men’s style, around 1975, are discovering big Links of London Bangles for the first time. This double whammy means men in yellow gold aren’t going to lose their luster within a season. JAMES SHERWOOD is a columnist for the Independent on Sunday.