Swarovski teams up with Maison Martin Margiela | RetailDetail

Swarovski teams up with Maison Martin Margiela

Swarovski teams up with Maison Martin Margiela

Jewellery maker Swarovski and fashion label Maison Martin Margiela have designed a double collection of jewellery together. It will be launched this autumn as a “cobranding” initiative.

Collection of crystalactite

The double collection of jewellery – a high fashion line and a prêt-à-porter line – is manufactured from crystalactite. The material has been in the making for four years and combines crystal and white resin into a smooth block, which is then cut into several stalactite shapes.

 

“The resulting pieces combine the clarity of crystal with Margiela’s raw industrial aesthetic”, says Nadja Swarovski. “To me, these pieces are real works of art, and it certainly is a breakthrough for us in terms of our product development.”

 

Product development is one of the main reasons for this unique collaboration: “A lot of people see us as a crystal manufacturer, which is true, but actually our strength is in master cutting. At the same time it is really important for us to embrace the vision of the designers and then try to turn that into reality with our products.”

 

Why Maison Martin Margiela decided to team up with Swarovski, was not said. Maybe they want to look at the possibilities – like Donatella Versace who presented her first line of designer jewellery early July – before aiming for the absolute top.

 

Very first “cobranding” initiative

Swarovski has worked with guest designers before, but it is the first time the result of such a cooperation will be marketed as a “cobranding”: “Maison Martin Margiela for Atelier Swarovski”. The designer line will be available from November onwards in 130 Swarovski shops and in a number of Martin Margiela boutiques.

 

Prices will range from 800 euro for a pendant to 1.000 euro for a bracelet. There will also be a much cheaper prêt-à-porter collection, which will be half the price.

 

Both labels have already decided to continue their team effort. In the spring of 2014 a second collection will be launched.

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