WWD.com/accessories-news/jewelry/saks-swarovski-team-up-1717831/
government-trade
government-trade

Saks, Swarovski Team Up

Holiday windows to feature firm's crystal collection.

View Slideshow

Saks Fifth Avenue has enlisted Swarovski to add some sparkle to its holiday window display.

The specialty retailer and the Austrian crystal firm are partnering on a special project to decorate Saks’ store windows around the country, utilizing Crystallized Swarovski Elements, the company’s loose-crystal brand.

The windows will feature one-of-a-kind crystal garments from firms such as Ralph Lauren, Carolina Herrera, Michael Kors, Zac Posen and Bill Blass, as well as Swarovski’s crystal chandeliers, installations and curtains that will also hang inside the store.

“We were looking for a creative way of introducing our new product brand and we wanted to gear it toward the end consumer,” said Reinhard Mackinger, vice president of operations for Swarovski North America’s crystal components business. “It was an opportunity to join with department stores to reach out to our consumers and it was a natural fit, as Saks is such a high-end retailer. We also wanted to test ourselves by working with high-end designers and carefully position the brand as a high-quality crystal brand.”

Terron Schaefer, Saks’ group senior vice president of creative and marketing, was inspired after visiting Art Basel Miami in 2006 and taking in work by designers like Hussein Chalayan that featured Swarovski crystals.

“I remember thinking, how do we do something like this with Swarovski in partnership with its crystallized elements collection,” Schaefer said. “Swarovski is amazing in terms of how they’ve really taken the Swarovski Crystal name and gone from little animals to evolving it into something so incredibly sophisticated in the world of ready-to-wear and art.”

Additional limited edition products featuring Crystallized Swarovski Elements will be available in the holiday catalogue at participating Saks stores, including New York, Bal Harbour, Fla., Atlanta and Houston. They include gift items by Isli, Bond No. 9 and other apparel, cosmetics and accessories brands. The one-of-a-kind garments will not be for sale.

“It is a perfect partnership with my love for embellishments, Swarovski’s unique and superior crystals, and Saks Fifth Avenue, being a landmark of its own,” said Oscar de la Renta. “What a wonderful way to bring in the holiday season.”

View Slideshow