For the first time in its 125-year history, Swarovski is naming a company-wide creative director.
Giovanna Battaglia Engelbert was appointed to the position today, reflective of a restructuring that sees Swarovski family members Robert Buchbauer , Nadja Swarovski, and Mathias Margreiter joining the executive board. “I have already been committed to the creative direction of Swarovski’s B2B division since 2016 and was focusing on the areas of ingredient branding, design, and content curation then,” Battaglia Engelbert told.
Born in Milan, Battaglia Engelbert started her career in fashion as a model—you can find her on Dolce & Gabbana catwalks in the early aughts—before launching into styling and editing. Her editorial work and her personal style, which made her an international street style star, are marked by their joie de vivre, with bright colors, bold prints, and a clever mix of silhouettes. It’s not difficult to imagine one of fashion’s most exuberant figures finding kinship in the glimmer of crystal.
Fashion, jewelry, and accessories are natural categories for Battaglia Engelbert to focus on, but the creative director will be overseeing all of the Austrian company’s endeavors, from chandeliers to stemware. There, she emphasizes the importance of craft as what will guide her strategy: “There are incredible people making magic happen. It was mind-blowing for me to deep-dive into the craftsmanship and incredible competencies Swarovski holds.
The brand has for many years been tied to luxury fashion through its crystal embellishments; last season it collaborated with such labels Missoni, Koché, Christopher John Rogers, and Khaite. The brand was also a longtime sponsor of the CFDA Awards until 2019 and currently sponsors The Fashion Awards in London. “As part of a new overall vision and growth strategy of the company, I have already started crafting a new creative vision for Swarovski,” Battaglia Engelbert says.
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