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Swarovski continues to expand, launching two categories to complete its fashion and lifestyle brand — sunglasses and men’s — in late January or early February.

This story first appeared in the November 8, 2010 issue of WWD. Subscribe Today.

For eyewear, after an exhaustive search, Swarovski is teaming with Marcolin to produce the collection in Italy, because of the eyewear company’s ability to effectively interpret its license partners’ DNA. A surprising aspect of the collection is that crystals are not a dominant feature on the sunglasses.

“I wanted to pay attention to the specific message that this is a new area for Swarovski,” explained creative director Nathalie Colin. “Rather than going the easy route with an abundance of stones and sparkle, I was inspired by the architectural language of crystal.” This is most apparent in the faceted acetate Amazing style, which was inspired by the fan-favorite Nirvana ring. Other iconic images are seen in the collection, like the Swanflower logo that makes its way onto the metal Aquarelle in pretty pastel enamel. There will be 12 styles in all, retailing from $360 to $495, that range from sportier aviators to more feminine Jackie O rounds. Crystals did make their way onto some of the styles as mostly varying amounts of temple embellishments. After all, this is Swarovski.

For men’s, the company saw an opportunity in a new market that they couldn’t refuse. The collection will take a more minimalist approach than the bolder and more sparkly women’s offerings.

“We have focused on a cleaner, purer interpretation of brilliance,” explained Colin. “This collection celebrates the timeless elegance and beauty of black tones.” Taking inspiration from architectural and modern lines, the collection of jewelry, cuff links, key chains and wallets seeks to satisfy the tastes of the more conservative man with cleaner styles to the younger generation with colored shield motifs. Across the collection there is a distinct industrial feel, with the use of stainless, ceramic and black crystal, retailing from $70 to $310.

Both of the collections will be sold at the 222 Swarovski stores and 11 licensed boutiques, along with select department stores, including Lord & Taylor. In addition, the eyewear will be found in 400 optical stores in the United States. Swarovski is looking to expand further and will announce new categories in fashion and beauty for the third quarter of next year.

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