Swarovski Takes a New Direction with Giovanna Battaglia Engelbert

Swarovski welcomes Giovanna Battaglia Engelbert as their first Global Creative Director

Mark your fashion calendars as Swarovski is planning to appoint their first Global Creative Director Giovanna Battaglia Engelbert. This international star got her start in the industry at 17 as a model for Dolce & Gabbana. Today, she's known as a globally renowned fashion editor and an author of fashion guidebook "Gio-Graphy: Fun in the Wild World of Fashion".

Her new journey in the fashion industry will begin with the world's premier jewelry and accessory brand Swarovski. "For decades, Swarovski has illuminated the world of fashion, design, entertainment, in general the entire creative industry," said Giovanna Battaglia Engelbert. "I am excited to guide the creative vision of a cultural power like Swarovski".

For the first time in 125 years of history, the brand will embrace a new creative wave of ideas and strategies. “Our 125 years of history testify to the power of our company to transform and reinvent itself, I am delighted to welcome a brilliant creative mind and a strong leader like Giovanna. With her remarkable industry experience and compelling perspective, she will explore new frontiers and become a vital part of writing the next chapter in our history, " says Robert Buchbauer, CEO of Swarovski. A special new chapter for the master of crystals, Swarovski will launch Battaglia Engelbert's debut collection in the Spring/Summer 2021 fashion season.

With the excitement of her new role, we asked Engelbert a few questions on her new role, and on her vision for the future of the historical brand:

How were you appointed as Swarovski's Global Creative Director?
Giovanna Battaglia Engelbert: Since 2016 I have been dealing with the creative direction of the B2B division of Swarovski and I have concentrated in the areas of branding, design and content supervision. My new role is a natural evolution and now embraces all the creative aspects of Swarovski as a whole.

Communication is extremely important. How do you want the world to understand Swarovski's advertising campaigns?
I have already started to develop a new creative vision for Swarovski and will reveal more details soon.

As Swarovski's first Global Creative Director, a new chapter will open for the brand. How do you imagine Swarovski's future will look?
Swarovski for me is a platform for expressing creativity in an interdisciplinary way. I have a passion for the joyful "Embellishment of Life", which in the end is all that represents the world of Swarovski crystal, whether it is around your neck, in your home or in your spirit. I have already started to create a new creative vision for Swarovski. We are ready to enter a new era and we will reveal more in the Spring Summer 2021 collection.