The brand, known for its signature crystal, initiated the revamp under the leadership of Giovanna Engelbert, Swarovski’s first-ever global creative director, who was appointed to the role in May of last year. Swarovski is also introducing a new brick-and-mortar concept called “Instant Wonder,” which will feature 30 stores in key global markets.
The most visible change is a refresh of Swarovski’s signature swan logo. The swan is now turned to face the viewer’s right to give the impression that it is looking toward the future. It has also been given an elongated neck and is placed in a “candylike” octagon, a nod to the shape of a faceted crystal. A statement from Swarovski said the new, more streamlined design is meant to “reinforce the state of momentum” the brand is in. The new logo was revealed on Sunday on Instagram.
Along with the redesign, Swarovski has also revealed the first jewellery collection released since Engelbert took the reins. The collection is organized thematically based on mood, disposition, and style of the wearer, and features models such as Adwoa Aboah and Fadhi Mohamed in a corresponding campaign.
The 30 “Instant Wonder” stores will include live and digital activations designed in partnership with Paris-based events company Villa Eugenie. The first of these locations will open in Milan this month.
The crystal maker is indeed in a time of transition: Swarovski shareholders approved the biggest overhaul in its history in Oct. 2020, with an intent to focus on more expensive, higher-margin jewellery. The changes led to the company cutting 6,000 jobs.