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By its very definition, a metamorphosis is to endure an excessive, fast change. In 2021, Swarovski skilled a metamorphosis of their very personal with the world’s main crystal model’s inaugural world artistic director, Giovanna Engelbert, ushering in a sequence of transformations below her helm. Probably the most noticeable being the change in course Swarovski’s signature swan confronted of their branding, cementing the model’s dedication to forward-thinking innovation and to “reinforce the state of momentum”.
Now, the model is as soon as once more trying to this theme of transfiguration and alteration and harnessing the joyful, boundless energy of crystals via their newest marketing campaign, “Metamorphosis”. By the creation of four distinct characters, the Butterfly, Parrot, Pineapple and Turtle, the luxuriate whimsically explores its dedication to experimental crystal creation, reinforcing the spirit and savoir-faire of the fifth-generation family-owned Maison.
Right here, on this marketing campaign, self-expression is outlined via the decorative crystalline items and sculptural equipment that embellish your fingertips and adorn your neckline. Underneath the guise of those otherworldly figures, Swarovski extrapolates on the ever-evolving great thing about transformations: a world the place prospects are made infinite due to enchanting jewelry.
For a model often known as a grasp of sunshine, Swarovski have additionally tapped two different masters of their craft to convey this joyful magic via the “Metamorphosis” marketing campaign. Particularly, photographer Steven Meisel and make-up artist Pat McGrath.
In entrance of Meisel’s lens and beneath McGrath’s high-octane beauty looks, daring items from Swarovski’s Florere, Idyllia, Gema, Dextera, and Millenia jewelry households are modified into opulent shows of the pure world, serving as portraits of inimitable craftsmanship.
Inside the butterfly, Engelbert’s flora and fauna-inspired creations take centre stage. Hailing from Swarovski’s Florere vary, vivid butterflies and botanicals radiate with the optimism of a brand new period for the model chickening out.
The parrot and pineapple characters supply resplendently gilded kinds that concentrate on daring cuts and sharp angles, hallmarks of the Idyllia household. The turtle appears to the model’s classically minimize creations, with geometric silhouettes captured in blooming colors.
As a lot as “Metamorphosis” is in itself an ode to Swarovski’s future, it’s equally a tribute to the model’s inextricable hyperlink to Austria, with the gathering drawing inspiration from Viennese heritage.
Taking its cues from the magical 18th Century backyard rooms at Vienna’s Schönbrunn Palace, Swarovski appears to those designs created by Empress Maria-Theresa to seize the mesmerising beauty of transformation.
Certainly, Swarovski is a model in perpetual transfiguration, with every design pushing the brand forward into fresh territory.
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