SWAROVSKI AND CINEMA: A MATCH MADE IN HEAVEN

It is difficult to talk about Swarovski without thinking of glamour. Since 1895, the extraordinary precision of the company’s faceted crystal has acted as a point of reference throughout the world. Its purity, finesse and unique sparkle make it highly photogenic, which has naturally resulted in a close association with the world of cinema, both on the red carpet and on the big screen.
                                                      
The story began long ago with some unforgettable scenes. One recalls the sparkling ruby slippers worn by Judy Garland in “The Wizard of Oz” and Marilyn Monroe singing “Happy Birthday Mister President” in her legendary crystal-embroidered dress. More recently, Meryl Streep sported the iconic “Nirvana” ring in “The Devil Wears Prada”, whilst Nicole Kidman wore a magnificent crystal necklace in “Moulin Rouge”.

Every season, Swarovski asserts its willingness to perpetuate and expand its collaborations on the vast playground provided by the world of cinema.

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Pieces exclusively reserved for VIPs
Swarovski has become an indispensable part of major film events which attract international media attention. This is the eleventh year that Swarovski has been present at the Cannes Film Festival and its tenth year behind the scenes at the Oscars, where Swarovski pieces have been worn to stunning effect by stars such as Hillary Swank and Marion Cotillard. Since 2006, Swarovski has been involved in one of the most up-and-coming international festivals, the Toronto Film Festival, and it continues to provide accessories to actresses at the Cesar Awards, the Golden Globe Awards, the Emmy Awards and many more.

Award ceremonies and photo calls are just some of the occasions for which celebrities reserve the annual “Star Collector”, a Numbered Limited Edition evening bag. In 2010 this honour will be bestowed upon the “Mybag”, a clutch in Crystal Mesh. “Mybag” features over 700 crystals to give it an incomparable shine. For the ultimate touch of sophistication, the name of the actress to be presented with each of these precious gifts will be hand-engraved on her personal “Star Collector”.  Another first: the “Star Collector”, which has until now been the preserve of the stars, will be available in select Swarovski boutiques from September 2010. This move is a direct response to the incredible craze that the evening bag provokes every year.

To really sparkle on the red carpet, celebrities are also granted access to an enchanting dressing room where elegant minaudières and delicate clutches lie with extravagant jewellery and vintage finery. Each season Nathalie Colin, Creative Director at Swarovski, enjoys coming up with new creations that are perfect for the red carpet - exceptional, audacious, amazingly elegant and all showcasing Swarovski’s unique expertise. Crystal is a highly versatile material with immense potential and Swarovski constantly explores this in order to deliver stunning collections. Legendary actresses such as Penelope Cruz, Sharon Stone, Kate Winslet and Madonna have trusted Swarovski to make them look their best for their moment in the spotlight.

Famous appearances on the big screen

Swarovski lights up many international productions and 2010 will see its collaboration with two of the most eagerly-anticipated films of the year. For “Alice in Wonderland”, the latest Disney release directed by Tim Burton, Swarovski has not only created an exact replica of the necklace worn by Alice in the film, but has also designed a collection inspired by this dreamlike world. Necklaces, pendants, earrings and rings recreate the iconic characters of “Alice in Wonderland”, from the White Queen to the Cheshire Cat. This delights not only fans of the film, but also lovers of cut crystal everywhere.

From the poetic world of “Alice in Wonderland” to the urban environment of fashionable New Yorkers, Swarovski never fails to sparkle. By joining forces with “Sex and the City 2”, Swarovski is writing a new chapter of its history with Carrie, Samantha, Charlotte and Miranda. Apart from classic product placement featuring Crystalline toasting flutes, Kiosque and Power bags, Swarovski Boutique windows will be decorated to highlight this collaboration. Customers will have the opportunity to look like the character of their choice by selecting items which replicate the style of each heroine. Trendy like Carrie, sexy like Samantha, classic like Miranda or devilishly feminine like Charlotte: Swarovski has come up with something for each of these multifaceted women. In 2008, the impact of Swarovski’s collaboration with “Sex and the City”, where Kim Catrall sported the “Kiosque” bag, proved to be immense and countless fans opted to shine in Swarovski too.

Swarovski continues regularly to feature on film credits. From Halle Berry in “Tomorrow Never Dies” and Mélanie Thierry in “Largo Winch”, to Emmy Rossum in “The Phantom of the Opera” and Charlotte Rampling in “Twice Upon A Time”, faceted crystal never ceases to cause a stir where film is concerned. 

They have all worn Swarovski
Stone, Madonna, Marion Cotillard, Kate Winslet, PenelopeCruz, Jennifer Lopez, Beyoncé Knowles, Charlize Theron, Hilary Duff, Emma Thompson, Meryl Streep, Zhang Ziyi, Eva Longoria Parker, Jennifer Aniston, Andie MacDowell, Teri Hatcher, Aishwarya Rai, Audrey Tautou, Mélanie Laurent, Emmanuelle Béart, Isabelle Adjani, Sandra Oh, Diane Kruger, Christina Aguilera, Faye Dunaway, Michelle Yeoh…and many others