DSS and Swarovski partnership set to strengthen fashion initiatives in Dubai

The Swarovski crystals lent its beauty and brilliance to one of the most sought after fashion events during Dubai Summer Surprises 2007.

Swarovski's collaboration with Dubai Summer Surprises 2007 extended beyond the use of crystals in the Sheila and Abaya Fashion; as one among the event sponsors under the brand name CRYSTALLIZEDTM - Swarovski Elements, the Swarovski Arabian Creation Award was one among the highlights of the fashion show. Instituted to recognize the talents of individual Arabic designers, the Award was first launched in the 2006 Sheila and Abaya Fashion and has won several plaudits for its commitment to promote the fashion industry in the region.

The first Swarovski representative office in the Middle East was opened in 1994, and in the light of ever-increasing global recognition of the excellence of Swarovski crystals, and an ever-growing demand by a sophisticated clientele, the company built a new product brand around its world famous crystals and named it CRYSTALLIZED™ - Swarovski Elements.

Werner Baumgartner, Managing Director of Swarovski Middle East, says the GCC is a valuable market for the company today.

'The region has a huge potential in terms of growth especially with the emerging creative talent that is growing stronger year by year, whether they are fashion designers, jewellery, furniture or interior designers that utilise and experiment with CRYSTALLIZEDTM -Swarovski Elements,'

he said.

Swarovski's collaboration with DSS was part of the initiative to support and nurture established designers internationally said Werner and added, 'Within the GCC, we wanted to further that bond and extend our support and commitment to the traditional segment which includes designers of Jalabiyas, Sheilas and Abayas. Hence, establishing the Swarovski Arabian Creation Award, which focuses directly on Khaleeji fashion, is one of the many Swarovski initiatives to promote and inspire young and creative minds.'

Swarovski comprises two major divisions, one producing and selling loose crystals to the industry and the other creating design-driven finished products. Swarovski crystal components, known by their product brand names CRYSTALLIZEDTM - Swarovski Elements for fashion and STRASS® Swarovski® Crystal for architecture and lighting, are considered essential ingredients in international design.

The company today employs some 20,000 people, and has a presence in over 120 countries with more than 1150 Swarovski stores throughout major fashion capitals of the world. As the appeal of crystal broadens, designers are exploring new expressions of crystal creativity in every segment of the fashion world, from couture evening gowns and exquisite jewellery, through lingerie, swimwear and sportswear, to bejewelled shoes and accessories, and even electronics.