Swarovski Elements has launched a contest on Pinterest to help celebrate the launch of its new Made With magazine.
Called “Jewels for Every Occasion“, it invites fans to populate their own boards with images of jewellery and style inspiration appropriate for different events, and then submit their entry via Twitter to @Swarovksi using the #jewels4evryoccasion hashtag.
Each board has to include examples of the five following occasions: #everydaychic, #workitgirl, #streetdesire, #nightfever and #celebration.
The five best will be selected to win jewellery from Swarovski Crystallized as well as other goodies. They will also get a copy of the Made With mag, which features more than 300 creations made with Swarosvki Elements by 85 top designers worldwide.
Some more great stories from around the web surrounding all things fashion and digital over the past week:
This is a great video interview with fashion icon Anna Dello Russo in conjunction with today’s announcement of her forthcoming accessories collection for H&M.
Set in her private home, it simultaneously provides an intimate look at her own enormous collection of clothes and accessories (which she refers to as her “fashion bibliothèque”), and amusingly touches on her self-opinion as a fashion victim.
The H&M line will include jewellery, sunglasses, shoes and bags, and launch on October 4.
“I am excited by this collaboration: this is the first time H&M involves a fashion director in a special project. This is the sign of an important evolution in fashion, and I am both thrilled and humbled to be the one chosen to lead it. I wanted to create precious accessories that are impossible to find. As a stylist I know accessorization is essential: it is the personal touch to any outfit. With these pieces everybody can have fun, turning an ordinary day into a fantastic fashion day,” she said.
UK society magazine Tatler is offering readers the chance to “try on” jewellery worth millions of pounds from the comfort of their own desks through a partnership with augmented reality solutions provider Holition.
The initiative makes it possible for consumers to see themselves in virtual rings from the likes of Cartier and De Beers by cutting pictures out from the September issue and holding them up to a webcam.
“So many people are looking online for their favourite fashion or jewellery item but what about trying it on before going to buy – it’s all about experiencing the brand in a different way using a webcam – you don’t need to know the technical details you just want to try it on!” said Jonathan Chippindale, CEO of Holition.
Tatler jewellery editor Jessica Walsh, added: “What excites me is that we have brought together the oldest magazine in the world with an industry steeped in heritage and tradition – and combined the two to create a ‘first-time’ digital innovation. Digital technologies are changing the way in which people interact with both media and brands and I am excited to be contributing to this shift through such an exciting initiative.”
Other brands involved include Boodles, Chanel Fine Jewellery, Chopard, Fabergé, Graff, Harry Winston, Louis Vuitton, Mikimoto, Tiffany and Van Cleef & Arpels.
Holition has previously worked with brands including Tissot, Boucheron and Garrard.
Earlier this month, Chippindale, who was previously head of marketing at Garrard, and marketing director at De Beers, told Luxury Society we’re in the middle of a revolution in the way brands and retailers are communicating with consumers.
“Pre-digital, marketing channels operated in conjunction with each other while rarely touching. Digital marketing is changing this, by intertwining all these marketing ‘strands’ of multi-communications into one combined digital experience,” he said.
For the luxury market specifically, he added: “One aspect of augmented reality that offers real tangible communication benefit to luxury is that it can highlight the tradition, design and craftsmanship that obviously typifies luxury, but it does so using a medium that today’s modern digitally aware consumer finds highly compelling.”
Read the full interview here: Augmenting Luxury Realities: Jonathan Chippindale, Holition
Or check out the Tatler initiative, here.
Nijinsky and the Diamonds, Mir Fabergé
Luxury jewellery house Fabergé is set to launch an iPad app in the form of an art journal centred around its world past and present.
‘Mir Fabergé’, as it’s called, is inspired by Mir Iskusstva, an art journal and movement founded by Sergei Diaghilev of the Ballet Russes at the turn of the 20th century.
Key to Russia’s Silver Age, it “sought a reinvigoration and synthesis of the arts, be it literature, music, art or poetry”, read the notes. Influences were found too from artistic friends including Leon Bakst and Coco Chanel, while content spanned from noble to peasant culture.
Now, the Mir Fabergé app, which launches on June 16, likewise brings together a wide variety of artists, following in the footsteps of founder Peter Carl Fabergé’s vision.
His great-granddaughter, Tatiana Fabergé, said: “My great grandfather believed in working with people from all the creative fields – from designers and goldsmiths to artists (including miniaturists), from engravers to enamellers to stonecutters and sculptors. His creations would not have been possible without such a philosophy. All of the world of art both inspired and influenced his creative vision.”
Included are photographers, directors, film makers, actors, dancers, artists, illustrators, composers, writers, costume designers and Fabergé experts.
Between them they have created six stories about the brand, its legacy, its infamous eggs, its founder and his clients such as ballet legend Vaslav Nijinsky.
