Swarowski, the Austrian house specializing in crystals, zirconium and lab-grown diamonds, will install the “Masters of Light” exhibition in Los Angeles this fall. This California branch will highlight its historical connection to cinema.
After Vienna, Milan, Shanghai and Seoul, Swarovski’s “Masters of Light” anniversary exhibition will arrive in Los Angeles, starting October 29, WWD reveals. Conceived by Giovanna Engelbert, the house’s creative director, and directed by fashion journalist Alexander Fury, this American stop will take the form of an exciting journey that traces the history of Swarovski, with a particular focus on its long ties to Hollywood.
Swarovski strengthens its brand image
“Masters of Light is our way of celebrating 130 years of sharing joy with the world. It is a tribute to the art, craftsmanship and joy that characterizes Swarovski,” said Alexis Nasard, CEO of Swarovski. Before arriving in Los Angeles, the exhibition was presented at the Palazzo Citterio in Milan last summer. At the center of this captivating scenography: archival pieces, haute couture creations, including a dress by Gianni Versace, as well as a space dedicated to diamonds created by Swarovski, which embody the technological mastery of the fashion house.
Through this international exhibition, Swarovski strengthens its brand image while strengthening its cultural roots among a wide audience. This strategy has been emulated by other major fashion houses: Giorgio Armani recently unveiled an exhibition in Milan celebrating 20 years of activity in the field of haute couture; in 2024, Buccellati presented his finest creations in a grandiose presentation organized in Venice.
Strategic communication change
The growth of Swarovski’s image is accompanied by a strategic shift in communication. A year ago, the brand appointed Ariana Grande as its global ambassador. With her generational aura and strong digital presence, the singer embodies a new face for the brand. Combined with content creation and a capsule collection, this collaboration allows Swarovski to combine heritage and appeal while appealing to younger generations.
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