Swarovski celebrates its 120th birthday as a perfect ally of fashion, jewelry and cinema

Brands TODAY WE TALK ABOUT

Share Swarovski celebrates his 120th birthday as a perfect ally of fashion, jewelry and cinema

Subscribe to Trending

Receive an email a day with our articles:

3 commentsColino@colinocolino

One of the most classic firms celebrates 120 years since it was born in Wattens (Austria) in 1895. I am talking about Swarovski, a brand with many followers (also detractors) and with a spectacular evolution, from its origins as a supplier of crystal to other companies, especially accessories and textiles, to the creation of their own jewelry collections. And best of all, during this time it has managed to position itself very well as an ally in the world of design, fashion, jewelry and cinema.

Advertising in 1960

Swarovski has been at the forefront of design for more than 100 years, and its creative collaborations that began with Haute Couture firms such as Chanel, Yves Saint Laurent, and Christian Dior, have recently become a great opportunity for artists, architects, and designers. the world's most outstanding, experiment and share your most innovative ideas.

True to Daniel Swarovski's mission to “constantly improve what is good”, the company has always been committed to innovation, so its crystals have become an essential component of the fashion, jewelry and entertainment sectors.

Swarovski and fashion

The Swarovski story began in 1895 in Wattens, Austria, when Daniel Swarovski invented a precision machine for cutting and polishing crystal. Over the next hundred years, his invention not only revolutionized glassmaking, but inspired the worlds of jewelry, fashion, art, design, and film.

The company reinforced its central role in the fashion sector thanks to Daniel Swarovski's relationships with the great couturiers of the 19th century and, mainly, with Charles Frederick Worth, considered the father of Haute Couture. Valuable trompe l'oeil embroidered crystals on bespoke ball gowns for an elite clientele that included Queen Victoria. This collaboration made glass known as a creative element in the fashion sector. Its versatility as a loose crystal that was sewn into garments or simply worn and worn as jewelry made it coveted by fashion designers and celebrities alike.

Balenciaga

In the 1920s, the demand for Swarovski crystal skyrocketed, in tune with the free and sensual aesthetic of jazz venues and women of that decade. Daniel was soon supplying the most famous designers of the time such as Jeanne Lanvin, Madeleine Vionnet and Jean Patou.

In the 1930s, Swarovski launched into textile innovation and patented a crystal-laden ribbon, much to the delight of the fashion and accessories industry. This allowed couturiers to apply more crystals to fabrics in less time, and ornate trimmings were often used for borders, hems, and borders.

In the 1950s, Swarovski flourished with fashion designers such as Coco Chanel, Elsa Schiaparelli and Cristobal Balenciaga, who defined the new dress codes of the time with feminine silhouettes and delicate crystal embroidery. And in 1956 he created the Aurora Borealis effect in glass. The multicolored facets of the crystal captivated Christian Dior, who used them to hand-embroider his exquisite creations, many of which are kept in the Swarovski archive.

Oscar de la Renta

Swarovski celebra su 120 cumpleaños como perfecto aliado de la moda, la joyería y el cine

Today crystals remain an essential component of brands such as Prada, Dolce & Gabbana, Lanvin and Oscar de la Renta, who use crystal to adorn their collections.

Northern Lights

The success of the Aurora Borealis effect was followed by a number of innovative developments: the creation of the Hot-Fix technique (heat-applied crystals) that allowed designers to apply them directly to fabric without the need for crimping, or glass-core pearls, which are almost indistinguishable Of the natural ones, they are still in demand by designers today.

Maison Martin Margiela Crystalactite

Swarovski also continues to collaborate with some of the biggest names in fashion, art and design in creating bespoke crystal cuts and innovations. For example, in 2012, he collaborated with artist Yoko Ono to create a unique crystal in the shape of a key, and in 2013 he introduced crystal called Maison Martin Margiela Crystalactite, a unique crystal shape inspired by stalactites and created with the fashion house French.

Swarovski and design

Swarovski's relationship with design began in 1966, when the company supplied 49,000 crystals for one of the world's most spectacular modern chandelier installations at the new Metropolitan Opera in New York. The Austrian government gifted the 40 spiders, nicknamed "Sputniks" for their towering star shape, to Lincoln Center as a gesture of gratitude for America's help in post-World War II recovery.

Luminaire by Rem Koolhaus

This show was the beginning of the union of Swarovski Lighting, which today encompasses two high-quality lighting brands: Swarovski, with its contemporary aesthetic, and Schonbek, with its classic designs - The two have more than 250 years of history together. working the glass and lighting. Swarovski Architectural Solutions has also been created, offering tailor-made options for architects and designers.

Swarovski and cinema

For more than a century, these crystals have played a leading role in film, music and theater. Swarovski's history in film dates back more than 85 years, when Swarovski crystals made their Hollywood debut in Marlene Dietrich's film Blond Venus. A story peppered with iconic moments, like when Marilyn Monroe sang Diamonds Are a Girl's Best Friend wearing dazzling Swarovski jewelry in Gentlemen Prefer Blondes and Audrey Hepburn accessorized her Little Black Dress with an elegant Swarovski tiara in Breakfast at Tiffany's.

In recent years, the brand has rekindled its close relationship with set and costume designers to return glass to a glittering role in modern Hollywood. From the hands of production and costume designer Catherine Martin, Swarovski crystals lit up the 2001 film Moulin Rouge, sparkling both on stage and in the costumes worn by Nicole Kidman. In the film Black Swan (2010), Rodarte used nearly 250,000 Swarovski crystals to dramatic effect in the Black Swan and White Swan costumes.

Crystals have also adorned the sets and costumes of the exciting world of James Bond for 30 years, and in 2012 Skyfall was no exception: the seductive mermaid Bérénice Marlohe shone in the role of Severine. And, this year, we have seen it in the impressive Cinderella wardrobe, signed by Sandy Powell, who also created Cinderella's iconic glass shoes, adorned with 1.7 million crystals.

To these films, we must add the good relationship with the Oscars. In 2007, designer Michael Riva introduced the Swarovski tradition to the Oscars with a clever idea. He asked for “something that would shimmer on camera along with the gold of the Oscars” and Swarovski far surpassed the request by proposing a 10-meter, 1-ton curtain made from more than 50,000 cascading crystals. Since then, each year she has continued to provide unrivaled brilliance at the most important film awards, in addition to participating in the looks of the guests, both in costumes and jewelry.

From Marilyn to Rihanna

Swarovski also shines in the world of music. We will never forget the mythical image of Marilyn Monroe in Madison Square Garden in 1961, when she performed for President John F. Kennedy a sensual "Happy Birthday Mr President" wearing a fine flesh-colored dress designed by Jean-Louis that literally seemed sewn to his body. Under the spotlights, the fabric seemed to melt, leaving only the sparkle of thousands of Swarovski crystals. More than 50 years later, Rihanna was the sensation of the last CFDA Awards in an Adam Selman dress, also like a second skin, covered in crystals.

Crystal-embellished gowns have now become a must-have item on stage for divas such as Beyoncé, Madonna, Lady Gaga, Rihanna and Dita Von Teese, who often use the captivating qualities of crystal to dazzle their audience. public.

Swarovski jewels

When Daniel Swarovski founded the company he had a vision: to create "a diamond for everyone". One hundred twenty years later, his vision is a reality, as Swarovski is one of the world's leading jewelery brands, and his crystal jewelery has dressed stars such as Marilyn Monroe, Audrey Hepburn, Lady Gaga and Katy Perry.

At the end of the 20th century, the first glass decorations appeared on silk, lace, chiffon, belt buckles and hair accessories. In the 1940s, the brand became involved in the creation of trendy jewelery pieces, set in the air and with special shapes that resembled the real thing. And in the 1950s, he experimented with new colors and effects on glass. Christian Dior was the first couturier to use it in a costume jewelery collection.

nirvana ring

Swarovski launched his first jewelry line and opened his first boutique in the 1980s, and in 2007 he launched Swarovski Atelier, his luxury accessories line. Twice a year, Swarovski presents its novelties in sizes, colors and crystal effects, among which we can find all kinds of accessories, watches and even chutches.

One of the most exciting projects is Runway Rocks, started in 2003, and which allows international designers from the world of jewelery and fashion to create avant-garde jewelery pieces using crystals and precious stones. This has given rise to extraordinary pieces from designers like Shaun Leane and Philip Treacy for Alexander McQueen, Zaha Hadid, Stephen Webster and Hussein Chalayan.

Hussein Chalayan

Ultimately, this innovative spirit, together with the timeless beauty of Swarovski crystal, have transformed Daniel Swarovski's small company into an international brand that has enchanted jewelry lovers around the world with its inimitable brilliance.

Share Swarovski celebrates his 120th birthday as a perfect ally of fashion, jewelry and cinema