Swarovski partners with Abaya Couture Designers in ‘Crystal Loves Abaya' Campaign

Swarovski, the global leader in cut crystal and fashion jewelry, is delighted to announce its collaboration with six young designers from the Gulf Cooperation Council region. They have all used their superb couture skills to reinterpret the graceful abaya using Swarovski crystals in new and exciting 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.

The six designers—also proprietors of their brands—include two from the Kingdom of Saudi Arabia: Riyadh-based Hania Albraikan for Hania, and Jeddah-based Rawan Azhar of Ta Marbota. From Qatar comes Sheikha Hend Al Qassemi for Medici, and from Oman, Lubna Al Zakwani for Endemage. The two United Arab Emirates-based designers are Abeer Al Suwaidi for her eponymous brand, and Sara Al Madani for Rouge Couture. Each was commissioned to apply their creative vision to creating abaya designs that bring to life their individual brand identity and design language.

To showcase the creative outcome, Swarovski organized a campaign photoshoot and video that capture the six design approaches, and show how Swarovski crystals were used in the creative process to produce totally new couture looks. The character of each of the six capsule collections can be summed up as: Ta Marbota's playfulness, Rouge Couture's ‘fierce' look, Hania's dreamy romanticism, Endemage's girl-about-town, Abeer Al Suwaidi's artistic take on the abaya, and Medici by Sheikha Hend's luxurious approach to everyday wear.

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, 2013, and observe first-hand the breathtaking effect of Swarovski crystal embellishment on sleekly stylish abayas with a powerful modern edge.  

Swarovski delivers a diverse product portfolio of unmatched quality, craftsmanship and creativity. Founded in 1895 in Austria, Swarovski Crystal Business designs, manufactures and markets crystals, natural and created gemstones, finished products such as jewelry, accessories and lighting. The company's film division, Swarovski Entertainment, produces artistically accomplished feature films with global box-office appeal. The Swarovski Foundation was set up to honor the philanthropic spirit of the company by supporting creativity and culture, promoting wellbeing and conserving natural resources.

Now run by the fifth generation of family members, Swarovski Crystal Business has a global reach, with over 2,350 stores in about 170 countries, 25,135 employees and revenues of 2.38 billion Euros in 2012. Together with its sister companies Swarovski Optik (optical devices) and Tyrolit (abrasive), Swarovski Crystal Business forms the Swarovski Group. In 2012, the Group generated revenues of 3.08 billion Euros and employed 30,600 people.