Swarovski unveils its innovative brand campaign, a vision masterfully captured by fashion photographer Steven Meisel, conceptualized by Creative director Giovanna Engelbert, and given life through the imaginative styling of make-up artist Pat McGrath.
Dubbed ”Metamorphosis”, the campaign serves as a jubilant tribute to individuality and the transformative influence of crystals. It showcases a selection of ethereal beings that signify Swarovski’s Florere, Idyllia, Gema, Dextera and Millenia jewelry families, reconceived under McGrath’s cosmetic brilliance as exotic plants and wildlife.
Through Meisel’s lens, Swarovski’s legendary jewelry designs breathe life into four distinctive portraits that symbolize the Butterfly, Parrot, Pineapple and Turtle. Each entity stands as a vibrant testament to lavish joy and the marvel of the natural realm.
Imbued with Swarovski’s Austrian roots, the campaign is a nod to the 18th Century Empress Maria-Theresa’s enchanting garden rooms at Vienna’s Schönbrunn Palace. Just like the empress, Engelbert seeks to cultivate an illusionary world. “In the same vein as Maria-Theresa’s garden rooms, I aimed to fabricate an enchanted crystal garden that, though unreal in nature, resonates the same joy”, stated Engelbert.
Transcending the physical realms, Swarovski‘s iconic jewelry pieces transform into mythical entities, each boasting a unique personality. These fantastical creatures materialize the ever-enchanting allure of tropical fruits and exotic wildlife, epitomizing the fusion of art and transformation intrinsic to jewelry.
The Swarovski ”Metamorphosis” campaign, according to Engelbert, “is a celebration of the beauty of Swarovski crystals and their role as conduits of creativity and joy”. Steven Meisel’s spectacular imagery powerfully illustrates the soul and craftsmanship of Swarovski’s emblematic jewelry families, thus accentuating the exhilarating enchantment of crystals.
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