As part of their expansion efforts, bling-tastic brand Swarovski crystals are about to add two new categories to their arsenal. Starting late January or early February 2011, Swarovski will begin to offer sunglasses and men's accessories. For eyewear, Swarovski is teaming with Marcolin to produce the collection in Italy. Marcolin was reportedly chosen among many other companies due to its ability to effectively interpret its license partners’ DNA. And though it comes as no surprise that Swarovski took their time to find the perfect fit in a business partner, the images released of the upcoming collection are somewhat unexpected.
“I wanted to pay attention to the specific message that this is a new area for Swarovski,” explained creative director Nathalie Colin on the more subtle styles of the sunglasses, which lack the mega-watt shine that is signature to Swarovski. “Rather than going the easy route with an abundance of stones and sparkle, I was inspired by the architectural language of crystal.” The sunglasses collection is comprised of 12 styles, retailing from $360 to $495, that range from edgy aviators to more feminine, retro-inspired round frames. There are of course, some crystal embellishments on the frames, laid mostly around the temple accent area.
As for the company's upcoming men’s accessories line, Swarovski 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 has a distinct industrial feel, with the use of stainless, ceramic and black crystal, retailing from $70 to $310. Even men need to accessorize well! Both of the collections will be sold at the 222 Swarovski stores and 11 licensed boutiques, along with select department stores, including Lord & Taylor.
Article and Photo Source: WWD
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