Be Enchanted by the Dazzling Crystal Universe of the New Swarovski

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Did you know that when Marilyn Monroe famously sang “diamonds are a girl’s best friend” in the iconic film Gentlemen Prefer Blondes that she was actually dripping in Swarovski crystals? True to its origins, the company was founded in 1895 by Daniel Swarovski who envisioned “a diamond for everyone”, but his specialty took the form of exquisite crystal embellishments, which were expertly ground, drilled, and polished so that they sparkled just as prismatically as diamonds. 

Crystals became Swarovski’s calling card, so much so that the very word crystal is synonymous with the brand. They are the makers of the highest quality crystals in the world. Swarovski crystals are prized ingredients for fashion’s loftiest ateliers, they’ve dazzled onscreen in films like Blonde Venus, in the 2012 James Bond blockbuster Skyfall, and the gowns of Disney’s live action Cinderella. They’ve mesmerized onstage during Britney Spears’ iconic 2001 MTV VMA performance, in famous ballets like Strictly Gershwin and The Snow Queen, and even Beyoncé wore 50,000 of them for the costumes in her first ever TV special. 

Swarovski crystals have been a part of the fashion, social, and entertainment lexicon for more than 125 years, and yet, with its newly rebranded image we see the company reach heights few have dared to dream of before.

 

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With its recent rebrand, Swarovski has done the unthinkable: it has completely and thoroughly reinvented its image, while still retaining its core identity as the purveyor of all things crystal. Major rebrands can either be tremendously successful (think: Gucci) or dismal and costly failures (think New Coke). However, with Swarovski’s astonishing and wildly covetable new makeover, we are invited into a glittering and seductive universe that is so thoroughly realized, we recognized it instantly as one of the best rebrands we have ever seen in our many years in the industry. 

Inarguably, Swarovski is already a known, established, and recognizable household name across the globe. Yet, the new Swarovski has been imbued with a totally different personality than what came before – even the iconic logo of a swan has opened its wings and taken flight.

 

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Signaling new horizons, Swarvoski’s freshly minted Creative Director, Giovanna Battaglia Engelbert, set her sights on an unapologetically bold direction. Saturated colors, massive silhouettes, and maximal sizing have arrived, courtesy of Engelbert’s fashion-oriented vision. It’s here we discover Swarovski as it’s never been seen before: there are giant single-ear cuffs, a crystal lattice vest, enormous bauble cocktail rings, and crystal body chains – to name but a few of the sensational offerings. 

In keeping with its updated branding, Swarovski has unveiled a series of ‘Instant Wonder’ stores that bring a sense of joyful wonder to the discovery experience. A dreamscape of its crystal lifestyle pieces are placed into an exquisite backdrop of octagonal boxes, with each store represented in one of five colors (white, pink, green, blue, and yellow) that are lined up floor to ceiling, creating a dazzling wall of crystal. Furthermore, by tapping amazing personalities like Adwoa Aboah and Gwendoline Christie, it becomes evident that there is a Swarovski piece for every taste and every preference under the sun. 

 

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Inclusivity and self-expression are at the core of Swarovski’s new image. With a ‘Wonderlab’ – a place where science and mathematics meet – a new “mathemagical” universe seizes the imagination. Confectionary crystals explode and unfold, showing off their kaleidoscopic interiors with boldly cut designs.

To capture the wonder of the ‘Wonderlab’, Savoir Flair collaborated with the imaginative animator FrankNitty3000 – who waved his wand over the collection and created five gorgeous animations that show Swarovski’s incredible pieces from a multitude of angles and perspectives. Akin to tripping down a rabbit hole, we fall into a mesmerizing selection of rotating scenes that capture the pieces and allow our imaginations to soar. If Swarovski’s goal was to reinvigorate interest from existing clients and engage a whole new generation of customers, then they’ve passed with flying colors. 

 

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Credits
Editor-in-Chief Haleh Nia Fashion & Beauty Director Grace Gordon Head of Production Maria Popova Account Manager Zeena Zaid Animated by FrankNitty3000


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