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The Next Chapter of Swarovski’s ‘Pop Luxury’ Turnaround

A campaign fronted by Ariana Grande is the Austrian crystal maker’s latest effort to build on sales momentum in a slowing market: Revenue grew 4.5 percent in the first half. Swarovski plans to keep blending the codes of luxury and value, while spotlighting its message of ‘joyful extravagance’ to a wider audience, CEO Alexis Nasard says.
Ariana Grande posed for Swarovski's holiday campaign shot by Mert and Marcus.
Ariana Grande posed for Swarovski's holiday campaign shot by Mert and Marcus. (Mert and Marcus)

Ariana Grande has released three platinum singles this year, hosted “Saturday Night Live” and been gearing up for the November premiere of the film adaptation of the musical “Wicked”

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Further Reading

Can a Creative Revamp Turn Swarovski Around?

Creative director Giovanna Engelbert has rolled out a colourful, more exuberant aesthetic and enlisted fashion heavy-hitters like Steven Meisel and Pat McGrath as the Austrian crystal-maker seeks to return to profitability by boosting its presence in fine jewellery.

Inside Luxury’s Slowdown

Economic headwinds, higher prices and a lack of novel design are all weighing on what was previously fashion’s most dynamic segment. LVMH’s quarterly results Tuesday will offer hotly-watched insights on the severity of the slowdown and how long it will last.

About the author
Robert Williams
Robert Williams

Robert Williams is Luxury Editor at The Business of Fashion. He is based in Paris and drives BoF’s coverage of the dynamic luxury fashion sector.

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