Swarovski launches abaya design campaign
Dubai, October 30, 2013
Swarovski, a global leader in cut crystal and fashion jewellery, has partnered with six young designers from the GCC aiming to reinterpret the abaya using Swarovski crystals in new and contemporary designs.
The abaya’s elegant fluidity lends itself perfectly to embroidery and appliqué using crystals from Swarovski. Now, six talented designers have elevated abaya couture to an art form by each displaying their skills in capsule collections of three or four abayas.
Each was commissioned to apply their creative vision to creating abaya designs that bring to life their individual brand identity and design language.
Flemming Nielsen, vice president Operations Asia South Swarovski Professional, underlined that this latest Swarovski initiative demonstrates the company’s commitment to supporting designers within the region, as well as providing a platform for the contemporary and modern interpretation of crystals.
“Swarovski is proud to partner with these contemporary abaya designers and continue one of the company’s most treasured traditions. The philosophy of working with design talent has permeated every aspect of this family run company since it was founded in 1895,” he said.
“The initiative is also closely allied with Swarovski’s long history of creative collaborations with the world’s most prestigious names in the fashion industry, some of which date back to the early 20th century.”
Visitors to Dubai’s The Empty Quarter gallery, which is located at the Dubai International Financial Center, will be able to enjoy these contemporary masterpieces on November 27, and observe first-hand the breathtaking effect of Swarovski crystal embellishment on sleekly stylish abayas with a powerful modern edge. – TradeArabia News Service