March 20, 2015
Swarovski embellishment from the Jeanne Lanvin retrospective
Precision cut-crystal maker Swarovski is keeping its fans informed by sharing two behind-the-scenes videos of the brand’s involvement in the latest high-fashion retrospective exhibits.
As the premier crystal maker in the world, Swarovski has been used by both the French fashion house Lanvin and the British fashion label Alexander McQueen to embellish some of their most beautiful creations. Consequently, Swarovski crystals are prominently featured in the Jeanne Lanvin retrospective in Paris and the Alexander McQueen: Savage Beauty exhibit in London.
"The videos are full of exciting and interesting people, in beautiful clothing, in gorgeous environments with the sparkle of Swarovski and Swarovski enhanced fashion," said Marie Driscoll, CEO and chief consultant of Driscoll Advisors, New York. "The museums are among the best in the world.
"Great campaign for connecting with consumers on multiple levels."
Ms. Driscoll is not affiliated with Swarovski, but agreed to comment as an industry expert.
Swarovski was unable to respond directly.
Shine bright
Swarovski crystals have been used for many years by haute couture brands looking to add extra sparkle to certain pieces. These brands are often recognized worldwide with retrospective exhibits celebrating their work throughout the ages.
Close-up of Swarovski embellishment from the Lanvin retrospective
While Swarovski plays a large role in these exhibits, it is not always prominently advertised, as the exhibits focus more on the history of the brands or designers. By creating these two behind-the-scenes videos, Swarovski is reminding viewers of the important role it has played in fashion over the years.
Swarovski crystals were used in many of the pieces designed by Jeanne Lanvin that are now on display at the Palais Galliera in Paris. The video shows the museum director and Swarovski executives discussing the brand’s role in the exhibition and its importance in the work of Ms. Lanvin.
Swarovski crystal encrusted mask from the McQueen exhibit
The video opens by showing the viewer the inside of the exhibit before focusing in on particular pieces that highlight Swarovski crystals. It goes on to show the opening night of the exhibit and interview guests about their favorite pieces.
For the Alexander McQueen: Savage Beauty exhibit that will be on view at London’s Victoria and Albert Museum, Swarovski created a similar video. Complete with brief interviews with guests at the opening and close up shots of the Swarovski-embellished pieces, it gives the viewer a sense of Swarovski’s important role in the exhibit.
The crystals play a major role in both of the designers' work
Swarovski shared both videos on its Facebook and YouTube pages, thus allowing fans around the world the chance to see some of its most beautiful work. Videos are an excellent way to connect with consumers because they can reach people who would not otherwise have the opportunity to visit the exhibits.
The videos can be seen here.
Inner sparkle
Swarovski has used social videos to connect with consumers and share its craftsmanship on previous occasions.
For example, the precision cut-crystal maker went behind-the-scenes of the feature film “Jupiter Ascending” to showcase the use of more than 1 million of its cuts as props and costume decoration.
Swarovski has strong ties to art, fashion and film and often collaborates on projects that place the brand’s crystals at the forefront of design. By working with designers, artists and costume makers, Swarovski shows the virtuosity of its raw materials while the awareness built during these collaborations likely spurs interest in its ready-to-wear jewelry and objets d’arts (see story).
Recently, however, the brand took a more unusual approach to advertising. Instead of its usual behind-the-scenes videos, Swarovski is helping its new boutique compete with its neighbors on the Las Vegas Strip with a daily branded spectacular.
Launched Feb. 26 at midnight, the Swarovski Starbust Light Show at Grand Bazaar Shops is the first of its kind for the brand, combining light and sound in an entertainment for passersby. The show is intended to evoke a feeling of celebration every day of the year, appropriate for the Las Vegas atmosphere (see story).
Nevertheless, social videos remain an excellent way to connect with consumers, and Swarovski’s behind-the-scenes look at the Alexander McQueen and Lanvin retrospectives is a fascinating and fun way for the brand to keep consumers informed.
"Most of us have a degree of voyeurism, and the show is such eye-candy, providing a behind-the-scene and at-the-scene look of fashionable people in a fashionable venue," Ms. Driscoll said. "The exhibits, fashion shows in leading museums, will remind the visitor that Swarovski is integral to fashion and likely provide the impetus for a store visit and a purchase!"
Final Take
Kay Sorin, editorial assistant on Luxury Daily, New York
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