CRYSTALLIZED™ – Glamour in the City: a memorable fashion event for Dubai

Swarovski Middle East recently hosted CRYSTALLIZED™ – Glamour in the City, a glimpse of cutting edge fashion from the world’s greatest cities and a glamorous symbiosis of haute couture and CRYSTALLIZED™ – Swarovski Elements for valued branding and designer partner. The event was held at the One & Only Royal Mirage, Dubai, United Arab Emirates, on October 21, 2009. The event featured designers from the UAE and the region including Ahmed Al Reyaysa by Dar Sara Fashion, Sohad Acouri, Ezra, Fatima Abid, Awatif Al Hai, Arushi Design Team, Walid Attalah, Ziad Antoun, Amato by Furne One and Michael Cinco that have recalled a given moment in a given city through the interpretation of a gown, allowing guests to experience how Haute Couture is influenced by cultures reaching as far as Marrakech, Milan, Monte Carlo, Mumbai, Rio De Janeiro, Dubai, London, Tokyo, Paris, Miami. The sparkling event also inspired local designers by illustrating how CRYSTALLIZED™ – Swarovski Elements can ignite the desire to design with crystals.

Set against Dubai’s rich cultural infusion, the CRYSTALLIZED™ – Glamour in the City attracted over 400 VIPs, local celebrities and socialites, business leaders and ambassadors.

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In 1895, Daniel Swarovski I, a Bohemian inventor and visionary, moved to the village of Wattens, Tyrol in Austria, with his newly-invented machine for cutting and polishing crystal jewellery stones. From this beginning that revolutionised the fashion world, Swarovski has grown to be the world’s leading producer of precision-cut crystal, for fashion, jewellery and more recently lighting, architecture and interiors. Today, the company, still based in Wattens, family-owned and run by 4th and 5th generation family members, has a global reach, with some 26.000 employees, a presence in over 120 countries and a turnover in 2008 of 2.52 billion Euros. Swarovski comprises two major businesses, one producing and selling loose elements to the industry and the other creating design-driven finished products. Swarovski crystal components, known by their product brand names CRYSTALLIZED™ – Swarovski Elements for fashion and STRASS® Swarovski® Crystal for architecture and light, have become an essential ingredient of international design. Since 1965 the company has also catered to the fine jewellery industry with precision-cut genuine and created gemstones, and from April 2008 has strengthened this relationship by revitalising and renaming the product brand ENLIGHTENEDTM – Swarovski Elements. Showing the creativity that lies at the heart of the company, Swarovski’s own-brand lines of accessories, jewellery and home décor are sold through more than 1.600 retail outlets in all major fashion capitals. The exclusive Daniel Swarovski accessories collection has meanwhile become the company’s couture signature. The Swarovski Crystal Society has close to 350.000 members worldwide, keen collectors of the celebrated crystal figurines. And in Wattens, Swarovski Kristallwelten, the multi-media crystal museum, was opened in 1995, as a celebration of Swarovski’s universe of innovation and inspiration. The Swarovski corporation also includes Tyrolit®, manufacturing grinding tools, Swareflex, for road safety reflectors, and Swarovski Optik, producing precision optical instruments.