Swarovski is known for partnering with leaders in design, art and fashion, but the firm’s next collaboration is with its customer.
The Austrian firm’s loose-crystal division, Swarovski Crystallized, is launching a retail concept bowing in New York’s SoHo neighborhood this spring. The Swarovski Crystallized Store and Lounge will enable customers to create their own jewelry through an interactive design process and view the work of current fashion jewelry designers.
“Our true origin of collaboration is one of the greatest in the world,” said Markus Lampe, senior vice president of marketing for Crystallized Swarovski Elements. “We’ve worked with fashion and jewelry designers and have a strong link to the world’s best designers. But when we looked back into that strength and planned for the future, we felt the consumer was not experiencing those integral facets to our brand. Our current retail concept offers jewelry designs, but we felt there’s a lot more we can do in addition to involve our customers.”
Inside the store, shoppers are encouraged to sketch their own jewelry concepts either on sketch pads or laptops, or weave through inspiration books of existing Swarovski designs. Consultants are on hand to assist those who opt to create custom jewelry that will ship to customers’ homes within two weeks. The store offers access to more than 2,000 crystals in a range of colors, cuts and shapes, as well as silver- or gold-plated cords on which guests mount their designs. Shoppers can also buy a Swarovski ready-to-wear design.
Prices at the Swarovski Crystallized store depend on the design. A single crystal on a cord can retail at around $60, while a piece that involves a number of faceted crystals can cost $600. An exhibition and lounge space adjoins the store and features work by jewelers such as Kenneth Jay Lane and Janis Savitt.
“We are always supporting young designers with creative potential. It is in the DNA of the brand,” said Lampe. “We will exhibit design pieces in our lounge so consumers can experience the kind of collaboration we stand for and enjoy — outstanding designs by outstanding people. The space will also offer a platform for design schools or classes working on a project. It will be an open, creative space for temporary exhibits.”
While the firm does not have major rollout plans, another Swarovski Crystallized Store and Lounge will open in Shanghai this spring.
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
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Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast