A fashion and lifestyle inspiration, a savvy digital personality with the Klossy YouTube channel, the brains behind the Kode With Karlie scholarship and a philanthropist business woman with Karlie’s Kookies: Kloss is so much more than a supermodel. Her many inspiring facets reflect the Swarovski brand, with its collections designed for women ready to shine, and make their everyday extraordinary. Karlie Kloss commented: “It’s an honor to join the Swarovski family and to be part of the brand’s long history of bringing elegance to women through brilliant, unique designs.”
Kloss is a natural fit for Swarovski, as Nathalie Colin explains: “Karlie is someone young women look up to – her use of social media makes her accessible to a broad audience. As a brand, accessibility has always been part of our DNA, and we take every opportunity to get closer to our consumers. Karlie has an innate understanding of the digital world; we can’t wait to leverage her creativity to share inspiring stories about our jewelry and capture those emotional moments in life. The whole team is already in love with her!”
To open up this new chapter together, Karlie and Swarovski created a quirky video, unveiling today on Swarovski’s social media channels, which lets Karlie’s personality really shine. The supermodel is captured in a natural and casual mood, getting familiar with how to pronounce the name of the brand, one of web users’ most frequently asked questions.
“We learned through Google search insights that the pronunciation of our brand name is actually in the top 3 global search topics for Swarovski. We saw this as an opportunity to address the question that many have on their minds, and with a little help from Karlie we developed dedicated content for Youtube to capitalize on the search demand,” said Yelena Aschberger, Vice President Digital Communication, PR & Events.
Now that she’s mastered it, Karlie is putting the call out to show the world how to say “Swarovski.” The new #HowYouSayit social campaign will encourage participants to share a video pronouncing the name of the brand on Instagram. Swarovski will then collect the videos together at www.swarovski.com/howyousayit as a fun, inclusive way to help fans master the pronunciation. At the end of the campaign, Karlie might just thank one lucky participant personally.
Karlie will continue to bring her captivating personality and inner shine to Swarovski’s fashionable and contemporary universe throughout the season.
Swarovski delivers a diverse portfolio of unmatched quality, craftsmanship, and creativity. Founded in 1895 in Austria, Swarovski designs, manufactures and markets high-quality crystals, genuine gemstones and created stones as well as finished products such as jewelry, accessories and lighting. Now celebrating its 121st anniversary and run by the fifth generation of family members, Swarovski Crystal Business has a global reach with approximately 2,680 stores in around 170 countries, more than 26,000 employees, and revenue of about 2.6 billion euros in 2015. Together with its sister companies Swarovski Optik (optical devices) and Tyrolit (abrasives), Swarovski Crystal Business forms the Swarovski Group. In 2015, the Group generated revenue of about 3.37 billion euros and employed more than 30,000 people. The Swarovski Foundation was set up in 2012 to honor the philanthropic spirit of founder Daniel Swarovski. Its mission is to support creativity and culture, promote wellbeing, and conserve natural resources.