TREND REPORT A world of impossible glamour

The making of Swarovski’s 2013 ad campaign

It’s always intriguing to feel that you’re glimpsing something that few get to see. Take a look at the behind-the-scenes video taken during the making of the new 2013 Swarovski advertising campaign and this is what you feel—along with a blissful escape into a parallel universe of tantalizing allure.

The creation of this joint advertising campaign by SWAROVSKI ELEMENTS and Swarovski Corporate Communications was down to a team of exceptional talent. It was conceived by Ronnie Cooke Newhouse, founding editor and fashion director of Details magazine, former creative director of Barney’s, New York, and Calvin Klein, who heads up her own London creative consultancy. Photographer Nick Knight breathed life into it visually—the man whose work is exhibited at London’s Tate Modern, the Saatchi Gallery, and the V&A, who captured legendary images for brands such as Yohji Yamamoto, Alexander McQueen and John Galliano. And then there was the focal point of the footage, South African-born Candice Swanepoel, a woman of breathtaking natural beauty and gazelle-like grace, her name a byword for elegance, in the pantheon of the most recognizable models in the world.

We watch, spellbound, as she obligingly surrenders her hands so that crystals can be painstakingly glued to cover every nail. She moves from pose to pose with the fluidity of a dancer. Now a motorcycle helmet, totally encrusted with SWAROVSKI ELEMENTS, is eased over her pulled-back hair. Next she raises a pair of delicate crystalline dumbbells with the mock ferocity of a weight-lifter for the amusement of the studio team. Lastly she gazes to camera from behind a pair of ski goggles glinting with crystals—fantasy props, all of them, made especially for the shoot. The soundtrack enhances her total serenity. She flashes a perfect smile. We are mesmerized. It is over. Back to reality…

Swarovski Crystals Magazine #01 - Everyday Extraordinary

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