To celebrate Atelier Swarovski’s 10th anniversary, Condé Nast launched "Brilliant—The Story Of Atelier Swarovski", a book written by fashion historian Bronwyn Cosgrave, with foreword by none other than Karl Lagerfeld and the late Hubert de Givenchy and with beautiful photos showing the collaborations of the brand with designers Alexander McQueen, Philip Treacy, Versace, Viktor and Rolf among others, including young emerging talents such as Jason Wu, Prabal Gurung, Christopher Kane and Mary Katrantzou.
The strong link Swarovski has established in only 10 years with the fashion world is quite impressive and mainly due to the vision of Nadja Swarovski, the 5th-generation member of the family business and its executive board, who began repositioning the company within the fashion world by appointing in 1999, the incredible stylist Isabella Blow as Swarovski’s fashion consultant.
When we think about crystals, the first name that comes to our mind is Swarovski. The 120-year Austrian brand was founded in Tyrol as a crystal cutting business. Today the company has grown into 3 different businesses, its main one being the Crystal Business. Swarovski has now 2.800 stores over the world and employs around 36.500 people. The company is ranked among the top 10 strongest Austrian brands, coming second only to Red Bull.
Swarovski is also known for its luxurious collaborations in creating OTT objects such as a 300.000 crystal studded Mercedes-Benz SL600 that was sold for $4.8 million, gold plated bikes studded with 600 Swarovski crystals, Samsonite trunks, vacuum cleaners, cell phones and Home Theatre equipment among other things, all covered with crystals.
The Austrian brand that was once best known for the collectable tiny crystal figurines, which I personally think are horribly tacky but to each, his own, is now a powerful name in the world of fashion and entertainment and a synonym for luxury and great design.
Over the past 8 years, the brand has been strongly linked to the Academy Awards, providing more than 675,300 crystals for the production of The Oscar’s sets and stages along with more than 1 million crystals used in the costumes worn during the Awards.
Victoria Secret Fashion Shows are each year more stunning and sparkling thanks to Swarovski too. To commemorate their 15-year-long partnership, last year’s show was especially dazzling, with over 1 million crystals decorating the runway and model Elsa Hosk’s look, designed by couturier Serkan Cura, contained 275,000 crystals!
Every year since 2004, Swarovski has also created the 250 kg star that tops the Rockefeller Centre Christmas Tree in New York.
But Swarovski is not a brand that’s focused on luxury lifestyle only. It is a modern company, constantly innovating through technology research and design and thinking about new ways for the future.
Photos via Swarovski
Atelier Swarovski, for instance, has already launched this year its second eco-friendly luxury jewellery line made with Swarovski Created Diamonds and fair-trade Gold and hence promoting sustainable development and helping reduce poverty.
They are committed to education, women’s empowerment and sustainability and in 2013, Nadja Swarovski set up the NPO “Swarovski Foundation” as a platform for their philanthropic projects.