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It's crystal clear: accessories the best buy in tough times
By Michelle Zhang |
July 18, 2009, Saturday
|
Print Edition
Print Edition
LUXURY fashion accessories manufacturer Swarovski has turned to nature and blended some Taoist principles such as harmony into its new season range of necklaces, bangles and earrings as it targets the booming China market. Michelle Zhang is dazzled by the creativity.
The upcoming autumn/winter will be a big season for accessories because they are the best investment during the recession, says Nathalie Colin, creative director of Swarovski.
"When people have less money to spend on clothes, they will definitely invest in accessories, which help them easily develop new looks, even if they wear the same outfit," she says. "That's why many brands have come up with more accessories for the next season."
Colin was in Taipei last week to attend the Austrian crystal manufacturer's China launch of its autumn/winter 2009 collection. The gala event was held at Chiang Kai-shek's former Shihlin Residence in Taipei. It is the first time the venue, in mountainous surroundings and with beautiful gardens, was open for a fashion event.
The company invited 20 top models from Hong Kong and Taipei, as well as celebrities, including Lin Chi-ling, Pace Wu and Evonne Hsu, to present the new collection titled "Nature Reloaded."
Colin and her design team have turned for the past three years to the different facets of nature to look for inspiration. The latest collection continues Swarovski's signature poetic, inspiring style while further exploring the relationship between human beings and nature -- the fundamental principal of Taoism, as the designer points out.
"With the collection, I'd like to create some 'harmony' in the minds of people," she explains. "Especially at a time of recession, I think we need to find a way to have peace of mind."
The collection is characterized by many dazzling pieces in the shapes of reptiles and origami-style, oversized petals. There is the "Hypnosis" range of necklaces, bangles and earrings featuring seductive reptilian forms made with a special pave technique to bring out a camouflage effect.
Also, the "Hella" clutch bag is created in bronze snake skin with a removable, serpentine chain, and the "Helium" line features a more sculpted, layered design of floral patterns in violet, mauve and fuchsia crystals.
"Snakes and peony flowers are important elements of the collection, both of which are very much related to Chinese culture and history," says Colin, who lived in Beijing for two years. "Personally, I'm very interested in Asian culture which has influenced all parts of people's lives including fashion, food, interior design and lifestyle."
Seeing China as its potential No. 1 market in the world, Swarovski has developed a series of exclusive products for the market.
Most recently, it has collaborated with 25 budding young artists from the Central Academy of Fine Arts in Beijing to launch the "Chinese Zodiac" collection, which will hit the market next year.
The collection created in silver shade crystal will consist of four separate releases of three animals. In 2010, the Year of the Tiger, the Tiger, the Horse and the Dog will be in the first release, because in the traditional Chinese way of thinking, people born under the sign of Tiger are believed to get along well with people born during Horse and Dog years.
The publicity photos and pamphlets of the zodiac collection, designed and shot in Hong Kong, are set against the background of typical Chinese landscape paintings.
For the brand's newest watch collection, unveiled in Basel earlier this year, it has hired Zhang Zilin, the first Chinese Miss World, as brand ambassador who is featured in advertising campaigns specially designed for the Chinese market.
According to Swarovski family member Robert Buchbauer, Hong Kong has already become the No. 1 market of the new watch business, accounting for more than 30 percent of overall sales.
A limited-edition "Ostea Sport" watch model in red, the favorite color of Chinese people, has been created for the Hong Kong market. It features a clear crystal bezel and rubber strap.
This year also marks the 20th anniversary of Daniel Swarovski, the haute couture line of the 114-year-old Austrian jeweler, named after its founder.
Creative director Colin has thus created 20 pieces of jewelry and 20 bags, which also premiered at the Taipei event.
The anniversary collection includes oversized rings, glamorous clutches, precious evening bags and spectacular necklaces in the shades of elegant, feminine and timeless colors of black, gold and silver, paying homage to Daniel Swarovski's first collection created in 1989.
"However, the collection is not all about the past but also about our continuous innovation," Colin says. "For example, we have mixed stones from archives in a modern way, and we have also adapted a ring in the exact design it was in the past to the handle of a clutch bag."
Internationally known Chinese actress Zhang Ziyi was spotted wearing Daniel Swarovski jewelry pieces at the Cannes Film Festival earlier this year.
"With its amazing history and craftsmanship, I'm sure the couture collection will appeal to sophisticated Chinese customers," she says, adding that the limited-edition collection will be available in Swarovski boutiques in September.
"In difficult times, I believe that many consumers are still willing to buy but they are definitely looking for more sustainable products," says Buchbauer.
"With future collections, we will have to put more effort into products and details to live up to consumers' expectation. The disposable luxury time is definitely over," he says.
The upcoming autumn/winter will be a big season for accessories because they are the best investment during the recession, says Nathalie Colin, creative director of Swarovski.
"When people have less money to spend on clothes, they will definitely invest in accessories, which help them easily develop new looks, even if they wear the same outfit," she says. "That's why many brands have come up with more accessories for the next season."
Colin was in Taipei last week to attend the Austrian crystal manufacturer's China launch of its autumn/winter 2009 collection. The gala event was held at Chiang Kai-shek's former Shihlin Residence in Taipei. It is the first time the venue, in mountainous surroundings and with beautiful gardens, was open for a fashion event.
The company invited 20 top models from Hong Kong and Taipei, as well as celebrities, including Lin Chi-ling, Pace Wu and Evonne Hsu, to present the new collection titled "Nature Reloaded."
Colin and her design team have turned for the past three years to the different facets of nature to look for inspiration. The latest collection continues Swarovski's signature poetic, inspiring style while further exploring the relationship between human beings and nature -- the fundamental principal of Taoism, as the designer points out.
"With the collection, I'd like to create some 'harmony' in the minds of people," she explains. "Especially at a time of recession, I think we need to find a way to have peace of mind."
The collection is characterized by many dazzling pieces in the shapes of reptiles and origami-style, oversized petals. There is the "Hypnosis" range of necklaces, bangles and earrings featuring seductive reptilian forms made with a special pave technique to bring out a camouflage effect.
Also, the "Hella" clutch bag is created in bronze snake skin with a removable, serpentine chain, and the "Helium" line features a more sculpted, layered design of floral patterns in violet, mauve and fuchsia crystals.
"Snakes and peony flowers are important elements of the collection, both of which are very much related to Chinese culture and history," says Colin, who lived in Beijing for two years. "Personally, I'm very interested in Asian culture which has influenced all parts of people's lives including fashion, food, interior design and lifestyle."
Seeing China as its potential No. 1 market in the world, Swarovski has developed a series of exclusive products for the market.
Most recently, it has collaborated with 25 budding young artists from the Central Academy of Fine Arts in Beijing to launch the "Chinese Zodiac" collection, which will hit the market next year.
The collection created in silver shade crystal will consist of four separate releases of three animals. In 2010, the Year of the Tiger, the Tiger, the Horse and the Dog will be in the first release, because in the traditional Chinese way of thinking, people born under the sign of Tiger are believed to get along well with people born during Horse and Dog years.
The publicity photos and pamphlets of the zodiac collection, designed and shot in Hong Kong, are set against the background of typical Chinese landscape paintings.
For the brand's newest watch collection, unveiled in Basel earlier this year, it has hired Zhang Zilin, the first Chinese Miss World, as brand ambassador who is featured in advertising campaigns specially designed for the Chinese market.
According to Swarovski family member Robert Buchbauer, Hong Kong has already become the No. 1 market of the new watch business, accounting for more than 30 percent of overall sales.
A limited-edition "Ostea Sport" watch model in red, the favorite color of Chinese people, has been created for the Hong Kong market. It features a clear crystal bezel and rubber strap.
This year also marks the 20th anniversary of Daniel Swarovski, the haute couture line of the 114-year-old Austrian jeweler, named after its founder.
Creative director Colin has thus created 20 pieces of jewelry and 20 bags, which also premiered at the Taipei event.
The anniversary collection includes oversized rings, glamorous clutches, precious evening bags and spectacular necklaces in the shades of elegant, feminine and timeless colors of black, gold and silver, paying homage to Daniel Swarovski's first collection created in 1989.
"However, the collection is not all about the past but also about our continuous innovation," Colin says. "For example, we have mixed stones from archives in a modern way, and we have also adapted a ring in the exact design it was in the past to the handle of a clutch bag."
Internationally known Chinese actress Zhang Ziyi was spotted wearing Daniel Swarovski jewelry pieces at the Cannes Film Festival earlier this year.
"With its amazing history and craftsmanship, I'm sure the couture collection will appeal to sophisticated Chinese customers," she says, adding that the limited-edition collection will be available in Swarovski boutiques in September.
"In difficult times, I believe that many consumers are still willing to buy but they are definitely looking for more sustainable products," says Buchbauer.
"With future collections, we will have to put more effort into products and details to live up to consumers' expectation. The disposable luxury time is definitely over," he says.
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