BY JAY AQUINO

JULY 5, 2024

Swarovski, an iconic brand with a rich history spanning 128 years, has navigated the dynamic landscape of the fashion and luxury world, experiencing both triumphs and challenges along the way. In a pivotal moment in 2020, the brand underwent a transformative change with the appointment of Giovanna Engelbert as its Global Creative Director. Engelbert, a seasoned creative with over two decades of experience in the publication and fashion industry, brought a fresh perspective and innovative vision to the brand. Her appointment wasn’t merely a change in leadership; this marked a significant chapter in Swarovski’s narrative, breathing new life into the brand’s identity.

Photo credit: Swarovski

Engelbert brought a significant creative shift, introducing a colorful and exuberant aesthetic. Before her appointment, Swarovski’s imagery, especially in advertising, was classic and luxurious— common to any fashion and luxury editorial shoots. While the models were undeniably beautiful, and the products meticulously showcased, there was a palpable lack of impact. This was not surprising in Swarovski’s case; they were facing a dearth of creative direction and often found themselves trapped in a cycle of repetition, struggling to identify the missing elements that could make their their campaigns alive again.

Photo credit: David Roemer - Swarovski’s advertising campaign in 2019

Engelbert’s influence ushered in a remarkable transformation as Swarovski, once rooted in tradition, embraced a youthful and vibrant energy. The brand appeared to undergo a metaphorical rebirth, as if a child fearlessly scribbled all over Swarovski with every crayon, infusing it with creativity and dynamism. The outcome was a collection of visually striking images that defied the conventions associated with the brand established over a century ago.

The creative narrative extended beyond conventional boundaries, exploring diverse and captivating themes. Engelbert’s approach introduced whimsy and fantasy, evident in photographs inspired by enhancing the world of Alice in Wonderland. Additionally, there were images inspired by the raw beauty of nature, showcasing Swarovski’s products in a context that transcended traditional notions of luxury. Engelbert collaborated with industry powerhouses like Steven Meisel and Pat McGrath to realize her ideas of rejuvenating the brand’s identity. Furthermore, she capitalized on cultural moments that played a pivotal role in Swarovski’s comeback. Collaborations with figures such as the Bridgerton actress Nicola Coughlan, who played Penelope, Gemma Chan from Crazy Rich Asians, and the fashion-forward musician Harry Styles added a contemporary and youthful element to the brand. Swarovski strategically aligned itself with the zeitgeist, ensuring that its revamped image resonated with a broad and diverse audience.

Photo Credit: Swarovski

The impact of this creative shift was not solely confined to aesthetics. Swarovski’s branding facelift translated into tangible success. Cassidy Stephens of Fashion Network reported a remarkable 10% increase in sales to 1.83 billion euros in 2022, marking the brand’s strongest growth in seven years. The financial success, however, was not the sole measure of achievement. They had successfully transitioned from a traditional luxury brand to one that was relevant and relatable to a new generation of luxury consumers.

In essence, Swarovski, through its creative metamorphosis, spoke effortlessly to the younger audience. The brand cultivated a distinctive universe—a world filled with crystals, dreams, and infinite possibilities. This narrative not only revived Swarovski’s brand image but positioned it as a dynamic force in an ever-evolving landscape of the fashion and luxury industry.

Discover Swarovski here.