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.



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.