With plans to develop segment penetration in untapped (or ‘low tapped’) markets, Swarovski identified men’s fashion as offering the potential to create a new marketing communication opportunity. The approach to the men’s fashion target market lies in the proposition that there is a crystallized lifestyle for every man: crystals can be incorporated into any aspect of the masculine lifestyle, from fashion and footwear to accessories and jewelry.
MEN'S CLUB MILAN
At long last, men are allowed to shine! Thanks to a trailblazing collaboration between Swarovski and sixteen top designers, all of them pillars of the classical couture tradition, menswear is in the grip of a glittering transformation. The brief: to create an outfit or an accessory incorporating Swarovski crystals in a way that most eloquently expresses their artistic vision. From flights of fantasy to discreet elegance, what emerged was extraordinary. On January 15, 2011, the project was launched at a stunning evening event at Milan’s Palazzo Clerici.
For a night it became a men’s club showcasing these objets d’art from the world of haute couture. Designs were brought to life by model-actors in a cinematic, multisensory experience that astonished – and actively involved – guests. From Emporio Armani, Brioni and Zegna came tuxedos of astonishing luminosity; an artsy trompe l’oeil suit from Marni; sleek, almost architectural brogues from Ferragamo and slippers from Max Kibardin; a trademark witty fedora from Borsalino and a decadent robe from Piombo; plus chunky knits from Pringle of Scotland. There were additional fantastic contributions from Salvatore Ferragamo, Gianfranco Ferrè and Dior Homme; seasoned houses such as Bally and Hugo Boss; idiosyncratic tastemaker, Roberto Cavalli; up-and-coming Turkish talent, Umit Benan; and even a black-tie bicycle from innovative bike brand, Abici. In partnership with SWAROVSKI ELEMENTS, these high priests of fashion design have added an unprecedented splash of sparkling individuality to men’s classic apparel.