Women’s Wear Daily
04.21.2014
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fashion-scoops

Atelier Swarovski Launching First In-House Line

Previously, Swarovski has collaborated with labels including Christopher Kane, Karl Lagerfeld and Mary Katrantzou on seasonal, fashion-led jewelry collections.

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ON ITS OWN: Atelier Swarovski, which has collaborated with labels including Christopher Kane, Karl Lagerfeld and Mary Katrantzou on seasonal, fashion-led jewelry collections, is launching its first in-house line for spring. Atelier Swarovski Collection will be sold alongside the designer collaborations, which this season include Kane, Maison Martin Margiela and Juan Carlos Obando. The new in-house collection, which will be on show at the Tranoï trade show in Paris starting Friday, is comprised of necklaces, bracelets, earrings and rings made from interlocking ceramic beads that have been hand-encrusted with crystals, using new techniques developed by Swarovski.

Nadja Swarovski said the new collection “embodies the brand’s luxury design aesthetic.” Beads will remain at the collection’s core. Prices range from 75 pounds, or $120, for a pair of stud earrings to 750 pounds, or $1,200, for a long necklace. The launch of the in-house collection is part of Swarovski’s long-term strategy to build a fine jewelry business and to boost categories such as fashion accessories and small leather goods via in-house brands and concepts.

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