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Magazine > Industry News > News Content

Swarovski latest to fall under silver’s spell

4/21/2010 9:03:50 PM

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Swarovski's first sterling silver collection, the "Manhattan Collection" features pieces like these featuring silver and black cubic zirconia.

New York-Austrian crystal giant Swarovski clearly has a thing for New York: Besides releasing the "Manhattan Collection," its sterling silver debut, the brand's boutiques worldwide will be decorated with a Sex and the City 2 theme, playing up the jewelry and accessories featured in the film.

In a departure from its predominantly costume jewelry focus, Swarovski is bringing its fashion-forward ethos to the company's first sterling silver jewelry collection, the "Manhattan Collection," unveiled as part of its fall collection.

The collection features a modern chain-link silhouette, with pieces crafted in .925 sterling silver with rhodium plating, and offered at price points ranging from $260 to $320. The designs deploy a black-and-white motif, mixing sterling silver with the brand's black cubic zirconia stones.

The silver collection will be available in early August in Swarovski boutiques, through authorized Swarovski retailers and on the brand's Web site, Swarovski.com.

Meanwhile, this spring, Swarovski will make the most of the release of the May 27 Sex and the City sequel, in which the brand's jewelry and accessories appears. For example, Swarovski's "Power" and "Kiosque" crystal handbags, retailing for $850 and $750, respectively, will be featured in a scene that takes place in the closet of the character Carrie, played by real-life fashionista Sarah Jessica Parker.

Swarovski will also be featured in crystal glass wear, chandeliers and jewelry and accessories featured in the movie, and the brand's swan logo will even pop up in a red-carpet scene.

More than 800 Swarovski boutiques around the world will be decorated with a Sex and the City 2 theme, with the pieces that appear in the movie on display, inviting fans to choose the looks of their favorite characters.

That's not all that's new for the brand. Known for its annual themes, Swarovski is calling its Autumn/Winter 2010-2011 collection "Under the Blue," with Nathalie Colin, the company's creative director explaining that the brand's new look is "inspired by Nordic landscapes, icy horizons and frozen expanses."

Accordingly, the colors of the collection's crystal-accented jewelry and accessories range from Nordic blue to pale gray and its model is a fresh-faced and freckled with tousled blondish brown hair.

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