International Event in the Swarovski Crystal Worlds

Crystal - Inspired by Africa

African supermodel Alek Wek was the dazzling highlight of a spectacular show staged by Swarovski to present its Autumn/Winter collection 2004 -- "Out of Africa." Just for the evening, the Swarovski Crystal Worlds, created by Austrian multi-media artist Andrè Heller, were transformed into a dream world inspired by Africa. More than 180 international fashion and design journalists, as well as guests from the world of culture and business, witnessed a scintillating show, which marked the start of a new direction in the company's brand strategy.

"Our theme collections and new products convey universal values and emotions such as beauty and joie de vivre. But we will also continue to depend on our traditional company strengths -- innovativeness, creativity and a constant quest for perfection," says member of the Executive Board Robert Buchbauer, who, together with fellow board member Markus Langes-Swarovski, was the host of the international event in Wattens in the Tyrol.

Emotion, zeitgeist and innovation will be the hallmark of future twice-yearly collections. The Autumn/Winter collection 2004 draws its inspiration from the exotic beauty and diversity of the Dark Continent. It is an exciting range of mix and match jewellery, fashion accessories, decorative crystal objects and home décor accessories, combining cut crystal with typical natural materials such as buffalo horn, mother-of-pearl, dark woods and leather.

Inspired by nature

The "Out of Africa" collection reflects an important tradition of the Swarovski company -- a name traditionally associated with the production of crystal jewellery stones. Swarovski crystals have always been used by designers and couturiers all over the world. But for Daniel Swarovski, who founded the company in 1895, respect for nature was a fundamental facet of his company philosophy. Nature has served as a constant source of inspiration for new creations. The range of popular crystal animal figurines, launched in the mid nineteen-seventies, was the first with which Swarovski sought direct contact with the end-consumer. Since then, the Consumer Goods Business unit has gone from strength to strength. Today, the animal figurines have been joined by a large range of decorative and functional crystal objects, as well as jewellery, watches and fashion accessories. This Autumn/Winter under the motto "Out of Africa."

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