Swarovski is a company that has been operating in the precious stones market for over 120 years. It originated in 1895 when Daniel Swarovski filed a patent for a machine for cutting crystals. However, the real boom came only in 1911, when their first glass factory was built, and with the trend of women of the time preferring to wear bands of cloth embellished with crystals at court.
After World War II, popular designers prefer Coco Chanel Or Christian Dior He realized the relevance of these tiny glass gems and started buying Swarovski crystal designs. But that was not all Marilyn Monroe She wore them in “Gentlemen Prefer Blondes” and during her famous birthday song for John F. Kennedy. Swarovski crystals were also used for the ruby slippers in “The Wizard of Oz” and appeared in “Sabrina” and “Breakfast at Tiffany’s.”
It was only in 1989 that Swarovski adopted the visual identity that we know today, namely the swan logo, the rest, of course, is history.
After remaining under the radar for a few years, the brand launched a strong renewal campaign in May 2020, after appointing the first creative director in its history, named Jean Engelbart,
observed the first change in visual identity, with a clear update of the swan logo: now, the swan is facing straight to look into the future, i.e. to the left, with a more elongated neck. In addition, it is surrounded by an octagonal candy-like shell, for its meaning of rebirth, but also for its aspect of crystal, its sense of infinity and constant transition.
Swarovski, therefore, achieves a concrete dream-like air even for the opening of 28″Instant Wonder Store”, or rather sensory, colorful and immersive business spaces. And it is precisely from these, apparently small, steps that Swarovski’s rebirth, in just three years, has taken shape.
It must be said that, once again, Gen Z Anticipating long-term trends. thanks to the hbo series “Excitement”There was a lot of enthusiasm for make-up with bright colours, bold make-up, rhinestones, rhinestones, beads and glitter framed eyes. But of course, the world of cinema and the entire celebrity system have made these trends their own, sometimes pushing them to challenge the boundaries of the fad.
reincarnation of SwarovskiSo, definitely driven by a number of trends that come together in the vision makeup artist and stylist World famous, who choose these tiny and highly refined crystals to adorn their favourites.
This is the case, for example, of doja catput together by Pat McGrath over 30,000 crystals In a stunning body painting job, for Schiaparelli’s Haute Couture show. Or the Parisian brand Aegon Lab, which adapted the Harlequin jumpsuit for the Grammy Awards show. Harry Styles, Putting a whole range of colored crystals on it. And more recently, thanks again to the artistry of Pat McGrath lil nas x She showed herself in public, or rather the general public, of the Met Gala with her face completely encrusted with rhinestones and pearls, a clear reference to Choupette, Karl Lagerfeld’s pet cat.
And so the re-launch of Swarovski takes the form of being inspired by the times we live in, with a strong awareness behind it, guided by kaempfer with the help of steven meiselThe renowned Vogue photographer, recently unveiled the new campaign in which these tiny gems are used on the eyes and lips, in a whimsical and high-impact make-up that definitely doesn’t go unnoticed, but Fossils exist in the collective imagination. as a great thing stylistic avant-garde,