Skip to main content
BoF Logo

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.

Swarovski Rolls Out a Rebrand and Store Redesign

Adwoah Aboah models crystal jewellery designed by Giovanna Battaglia Engelbert for Swarovski.
Adwoah Aboah for Swarovski. (Swarovski)

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.

© 2024 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from Retail
Chronicle the ‘Retail Apocalypse’ and emerging retail models, including DTC brands.

Indie Brands Are Making This Fashion’s Biggest Olympics Ever

Canada, France and Ireland are among the countries working with home-grown fashion talent to create uniforms for their teams at this summer’s Olympic Games. For these small labels, it’s an unprecedented opportunity to capitalise on one of sports’ largest events.


view more

Subscribe to the BoF Daily Digest

The essential daily round-up of fashion news, analysis, and breaking news alerts.

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON
The Business of Beauty Global Forum
© 2024 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions, Privacy Policy, Cookie Policy and Accessibility Statement.
The Business of Beauty Global Forum