Swarovski launched its retail concept store, Swarovski Crystallized, at Great Marlborough Street in London, with a VIP event on Thursday. It also celebrated the winners of supermodel Hélèna Christensen’s Unsigned Model Search, Freya McHugh and Reece Sanders, who front the Swarovski Crystallized spring–summer 2012 campaign.
Christensen, who is a photographer in her own right, shot the campaign featuring McHugh and Sanders. It will break in the UK, the US, China and Swarovski’s home country of Austria during the season.
She said, ‘It was an absolute pleasure to photograph them both and a thrill to ﬁnally reveal the imagery for the spring–summer 2012 Swarovski Crystallized campaign. From the response to the photographs, I know we have unearthed two people with successful careers ahead of them and I can’t wait to see their progress over the coming months.’
Christensen wore Stella McCartney at the launch, accessorized by a Jayde by Melissa Kandiyoti Trapeze necklace and earrings from Swarovski Crystallized.
Other VIPs included Daniella Issa Helayel, Grace Woodward, Harold Tillman, Olivia Inge, Nicky Haslam, Noëlle Reno, Ozwald Boetang, Patrick Grant, Olivia Grant, Rachel Barrett, Tolula Adeyemi, Scott Young, Olivia Lee, and Nat and Leah Weller. British Chase Vodka provided the drinks.
Swarovski Crystallized features jewellery collections and accessories created by international designers using Swarovski Elements.