Swarovski crystals: Love at first light

From Coco Chanel’s glittering dresses in the ’30s to Maria Callas’ stage gems and Madonna’s provocative outfits in her “Confessions Tour,” crystals have always represented glamour by adding light to both clothes and accessories.

All it took for visionary and inventor Daniel Swarovski from Wattens, Austria, to start the crystal revolution was to create the very first precision-cut jewelry stone. I remember my first Swarovski moment clearly. When I was a kid, I used to love the crystal mouse displayed in my aunt’s glass cabinet, which I thought was a huge diamond. Well, this first-ever Silver Crystal range product became a bestseller at the winter Olympic Games in Innsbruck, Austria. 

Perhaps the great thing about this fascinating sparkling material is that it transformed the world of fashion and beauty. Even until now, Swarovski’s core product, which is the loose crystal elements, sparked the imaginations of international designers in fashion, jewelry, interiors and architecture — all of which showed glittering success.

“Swarovski crystals have the capability to capture moments and bring a sentimental value and quality by amplifying the creativity of our customers,” says Markus Langes-Swarovski, member of the executive board for branding and communications and great- great grandson of Daniel Swarovski. “The world of Swarovski is a prism of possibility that is constructed out of three pillars of light — embracing elements of creativity, objects of light and experiences of wonder.”

For more than 70 years, crystals have inspired the likes of Hollywood icons Marilyn Monroe, Audrey Hepburn and Marlene Dietrich, which added sparkle the world over. This is why Swarovski revisits and revives the era that marked the start of the love affair with crystals at the recent “Past Forward” event in Beijing, China. Guests were treated to a sensory crystal experience as the International Exhibition Center was transformed into a sparkling universe.

So, here are the glittering crystal happenings from Swarovski’s “Past Forward” show, which are enough to make the night sparkle and leave a gleam in one’s eye.

Crystal Connection

To add more shimmer to the brand, Swarovski created a new label around its loose crystals called Crystallized-Swarovski Elements. With this, top designers will continue to work with the crystal brand by infusing their creations into couture dresses, jewelry, lingerie, swimwear, sportswear and accessories made with the world-famous Crystallized–Swarovski Elements. After all, Swarovski is all about the synergy of creativity, collaboration and consumer brands.

Markus Lampe, senior VP for marketing of Crystallized-Swarovski Elements, says, “With our strong heritage of 112 years, we constantly want to develop the brand further, that is why we launched a new label for our loose crystals, which is Crystallized– Swarovski Elements.”

Project Crystal Runway

A cool concept created by Nadia Swarovski, Runway Rocks is Swarovski’s collection of couture catwalk jewels traveling to fashion capitals around the world. It goes like this: the brand will invite creatively inclined individuals from different fields to work with crystals and express their creativity to the extreme. With no limits, that is.

Just like Brazilian born Rodrigo Otazu’s creation, this was my favorite piece from Runway Rocks. Volume and shape were obviously important to him as he created an apple-green neckpiece of crystal-covered bubbles that weren’t about to pop. Beside that was Studio Job for Viktor & Rolf with big colorful charms on chains reminiscent of medieval times. Oh, Philippe Ferrandis of Paris also made a stunner by infusing slabs of semi-precious stones with crystals evoking a mystical feel.

The Crystal Method

The best bit in “Past Forward” was the “Soul of Time” fashion show where top Chinese models dazzled the runway with the latest Swarovski fashion, Daniel Swarovski couture and Crystal Living collections from autumn 2007 to 2008.

“Our métier is the poetry of precision. There is no poetry without provocation,” explains Langes-Swarovski. “Our way to promote the world of luxury is to stretch our brand from a single crystal element to a maxi piece of jewelry or an object and to claim it with exactly the same pride.”

As the Chinese National Ballet dancers introduced the Crystallized–Swarovski Elements brand, everyone was waiting for the appearance of the Three Graces. This campaign was inspired by Zeus’ daughters with nymph Eurynome who symbolized joy, radiance and abundance.

Oh, there was a buzz that supermodel-actress Gemma Ward from the land of Oz was going to be present. I really love her baby doll-like, ethereal look. No wonder she appeared on the covers of top magazines like Vogue, W and Time magazine’s Style and Design issue. Dig her also in John Mayer’s Daughter video.

And turn up, Gemma Ward did. As Swarovski’s current image model, she strutted down the runway in Daniel Swarovski jewelry pieces along with Du Juan and Taiwanese model Patina Lin in Jean Paul Gaultier, which was perfect to cap the night off. Just like Greek goddesses.

Crystal Collaboration

Swarovski also formed a new alliance with Philips, making fashion rhyme with technology. Active Crystals is just like every successful marriage: Swarovski brings poetry of precision while Philips brings sense and simplicity. Expect a fusion of fashion and functionality with products like high-tech earphones embellished with Swarovski crystals or USB memory keys in heart and locks storing up to 1,000 photos or 250 songs.

Daniel Cohen, member of Swarovski’s executive board, says, “The new Active Crystals will embody Swarovski’s beautiful design and Philips‘ expertise in innovative product designs.” Check out www.active-crystals.com for updates.

So, it is true: crystals create a magical experience. When hit by light, they transport you to a fairytale-like atmosphere. Think the Snow Queen’s castle. Like diamonds, crystals add glitz to the imagination.

And this is exactly the message that Swarovski made crystal-clear.

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Swarovski jewelry is available at Rustan’s Department Stores. E-mail love-hate whatever things to becca_rodriguez@yahoo.com or visit www.myspace.com/beccacrodriguez.