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Swarovski’s New Signature The ‘Swanflower™’
Swarovski is presenting an entirely new collection that places its signature, the Swan, firmly in the spotlight.
The Swan became an instantly recognisable symbol of Swarovski in 1989, when the company introduced it to mark the progression of the brand into a new era. The time was right to give Swarovski a strongly defined image that embodied the spirit of the brand, and that would unite all the various crystal-related activities of the company. Found in myths, legends and poems the world over, the Swan is a truly universally recognised animal, representing light, grace, power and femininity.
Now, in 2008, the swan has been aesthetically and symbolically reinterpreted, and given the name “Swanflower™”. For Robert Buchbauer, a fifth-generation member of the Swarovski family and member of the executive board, the Swan, as a symbol of the company instantly recognisable worldwide, seemed the obvious choice when looking for a theme for the company’s Signature.
Reinterpreted by Nathalie Colin-Roblique, Creative Director of Swarovski, the new symbol is now the star of a line of jewellery and accessories, and links together the worlds of Fashion, Design and Crystal Living. According to Nathalie Colin-Roblique, the Swanflower™ represents the soul of crystal, and illustrates the values that Swarovski has held dear since its inception. “The Swanflower™ is the culmination of a long-term creative vision held by Swarovski. It adds body and soul to the organisation, and provides a strategic design base that will provide inspiration for all our lines and collections, season after season.”
This new version of the swan represents a hugely powerful figurative element, and is highly visible and instantly recognisable as Swarovski. Multiplied by four, it resembles a flower, hence the name Swanflower™. Each of the Swans is a different size, and together, result in an affect similar to the diffraction caused by faceted crystal. “The pattern illustrates the duality of our design,” explains the Creative Director. “On the one hand, you have the poetry of Swarovski, with the femininity of the company’s creations represented by the floral, ornamental nature of the Swan. On the other, you have our technical precision, with its geometrical design embodying our expertise. Furthermore, the systematic repetition of the motif reflects our pavé and faceting techniques, and their meticulous detail. We hope that this design will act as a common thread linking all our collections and the two key values of Swarovski: poetry and precision.”
The Swanflower™ is to become a recognisable motif for Swarovski and will be seen on a range of reinterpreted iconic products, such as the famous “Power” bag in crystal mesh. It will also feature a range of new accessories, and will be found on the Daniel Swarovski “Florida” clutch bag, a supple crystal mesh piece never been seen before as a maxi version, punctuated with large cabochons bearing the image of the swan, affixed using the Pointiage technique. As such, this limited edition bag combines a range of different techniques and expertise.
Embossed, topstitched leather in relief is a further key element of the new collection, and the Swanflower™ appears in both quilted form, and as a print on a range of small leather items. Each wallet and purse in the new collection will be finished luxuriously in silver matt leather, and highlighted by a long crystal baguette braid that runs the length of the opening flap.
The Swanflower™ also adds an extra dimension of mystery to jewellery, resulting in particularly enigmatic pieces. A number of different techniques have been used to create the line, demonstrating the company’s know-how and wide range of expertise. Another piece features a totally different technique: a rhodium bangle with minute bicolour pavé crystals has the profile of the Swanflower™ cut out of it. This concept is continued in a spherical golden metal or rhodium pendant, where the jet-black crystals set off the silhouetted motif. The method of crimping is employed here, which requires even greater precision, though delivers stunning results in terms of the sparkle of the crystals. The new emblem reappears on two medallions, one small and one large, though this time it is engraved and set with crystal. These pendants are connected to their chains with a pavé hoop, while an engraved silver metal ring completes the collection, lending it an almost spiritual edge.
The first Swanflower™ collection perfectly combines the poetry and precision found in every Swarovski line, and is testament to the company’s technical expertise, creativity and poetry.
