February 7, 2011
NEW YORK- Affluent consumers flocked to Rockefeller Center’s Swarovski boutique last Thursday to shop the latest collection and get accessorized by an Elle stylist as part of the crystal-maker's celebration of The Heart Truth national awareness campaign.
Precision-cut crystal glass-maker Swarovski hosted the “Get Styled with Swarovski & Elle” event at four different Swarovski boutiques around the United States. Consumers enjoyed cocktails and hor d’oeuvres while getting up-close and personal with the jewelry.
“We are marketing this cause through my work by supporting, shooting and wearing Swarovski in every way I can,” said Annie Ladino, a New York-based stylist, fashion editor and contributor to Elle Magazine.
“The collection is radiant, timeless and chic," she said. "It jazzes up an outfit on the red carpet and it's ideal for an editorial because it photographs so beautifully.
“I've been working with Swarovski and the Truth Heart Campaign for the past years two years —I promote all their events and work closely the team.”
Ms. Ladino is the lead stylist for the Swarovski ad campaign in collaboration with Elle Magazine.
Swarovski, in association with Elle Magazine, created this night-out to raise awareness for women and heart disease.
Official invitation
Elle magazine is a worldwide publication that focuses on women’s fashion, beauty, health and entertainment.
The magazine is owned by Hachette Filipacchi Media, which produces magazines such as Women’s Day and Road and Track.
The Heart Truth is a national awareness campaign that aims to empower women to improve their heart health. It is sponsored by the National Heart, Lung and Blood Institute. The foundation introduced The Red Dress as a symbol for women and heart disease awareness.
Get Styled
The Swarovski boutique at Rockefeller Center looked like a posh night club. The atmosphere set the mood for the event, including a DJ playing current hits.
Gentlemen were passing out glasses of champagne to affluent consumers trying on the jewelry.
Get Styled with Swarovski and Elle-Rockefeller Center boutique
Dressed in red, Swarovski employees were eager to help customers with purchasing decisions and questions.
Elle stylists were also on hand to supply customers with input and recommendations.
Consumers were given the opportunity to stand on the red carpet with the Swarovski/Elle Magazine backdrop and get their photos taken adorned with their favorite pieces.
Photography station
Swarovski strategically displayed the jewelry pieces around the entire store. The majority of the jewelry was not in display cases, giving consumers the ability to touch and try it on freely.
Several of the jewelry displays had a sign in front of them, letting consumers know that those specific pieces are featured in the Swarovski editorial spread in Elle.
Swarovski display
Behind the crystal curtain was the VIP section, in which affluent consumers got personalized consultations with Swarovski experts.
VIP section at Swarovski Rockefeller Center
“It was such a great turnout and I wasn't surprised at the quantity of people that were there, but I was intrigued by the wonderful mix of party-goers,” Ms. Ladino said. “I loved meeting all the die-hard loyal Swarovski shoppers.
"It was great to watch them enjoy the event and let me help them pick things to wear,” she said. “At the same time, it was also great to see the industry come and support the Swarovski brand and their cause.”
Swarovski ad campaign
American actress and fashion model Lydia Hearst is dressed in fiery red for Swarovski’s ad campaign “Four Passions, One Heart” supporting The Heart Truth.
Ms. Hearst looks super-sophisticated in her four-page promotional spread in this month’s issue of Elle.
Behind the scenes video with Lydia Hearst
As lead stylist for the photo shoot, Ms. Ladino chose to step out of the box and layer the jewelry.
There were three different looks: Get Ready, Jet Set, High Art and It’s a Date.
There were several issues of Elle at the event, scattered around on the display tables. They were opened to the promotional spread, so consumers could take a closer look.
Many of the display tables were a mix of Swarovski jewelry and The Heart Truth ad campaigns, which inspire heart health in women.
Display table with advertising
The window displays of the Swarovski boutique at Rockefeller Center exuded love and strength. An editorial of model and philanthropist Ms. Hearst in various red ensembles accessorized with Swarovski jewelry. They will be on display until Valentine’s Day.
The Heart Truth
In addition to the Get Styled with Swarovski and Elle event, Swarovski is the national sponsor of The Heart Truth Red Dress Collection Fashion Show.
Elle magazine Swarovski advertisement
The show will kick-off Mercedes-Benz Fashion Week at Lincoln Center on Feb. 9.
At the fashion show, a celebrity will walk the runway in one-of-a-kind Swarovski jewelry and a red dress designed by Ms. Colin. The couture jewelry provided the inspiration for Swarovski’s 2011 Heart Truth jewelry collection.
Swarovski creates a jewelry collection to raise funds for women’s heart health research each year for the last seven years.
The brand will donate $310,000 to the Foundation for the National Institutes of Health to support women’s heart health education and research.
The Heart Truth campaign began Feb 4. with national Wear Red Day.
“I think it's important to set a good example,” Ms. Ladino said. “If a successful brand like Swarovski has the power to reach out and support a cause, they should fully endorse it and show their customers that while looking good you can do good.
“I think as a society we are all becoming more aware and striving for a greater good," she said. "Call me an optimist, but I see a bright future for luxury goods.”
Final take
Interview with lead stylist Annie Ladino
Here are some photos from the event:
For the seventh year, Swarovski, the legendary designer and producer of glamorous fashion jewelry, is a national sponsor of The Heart Truth Red Dress Collection Fashion Show, which aims to raise awareness that heart disease is the No. 1 killer of American women. The sponsorship is part of Swarovski's national integrated marketing communications campaign to strengthen its commitment to women's heart health. All 230 Swarovski boutiques will be celebrating this important partnership. Swarovski is the fashion industry's biggest supporter of the heart cause. Since 2003, Swarovski has contributed more than $2.1 million through partnerships with the heart health movement.
Swarovski has created original Swarovski jewelry and red gowns that have been modeled on the runway by Fergie, Katherine McPhee, Amanda Bynes and Kristin Chenoweth. The company also provides all The Heart Truth's models with Swarovski jewelry to wear on the Red Dress runway. In partnership with The Heart Truth, Swarovski is proud to offer the 2011 Heart Truth collection and donate $310,000 to the Foundation for the National Institutes of Health to support women's heart health education and research. For more information, visit swarovski.com.
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