A Christmas tree is adorned with Crystallized Swarovski Elements, while two models pose wearing bridal gowns by Kwon Hyung-min.

By Cathy Rose A. Garcia
Staff Reporter

If you're noticing more Korean designers and brands are using crystals to add sparkle to their products, it's all part of a collaboration with world's leading crystal maker Swarovski.

Korean designers Lie Sang-bong, Kim Gyu-sik, Kwon Hyung-min, Lim Ok-sang and high-end fashion brand Blumarine sent their sparkling designs down the catwalk at Fradia, Thursday evening. All designs were embellished with the Crystallized Swarovski Elements, the brand name for the Austrian company's famous crystals.

Olivier Camus, vice president for Swarovski crystal components business, called the event a ``tribute to the Korean fashion industry.''

``In Korea, Crystallized Swarovski Elements is now venturing further into new segments in the field of fashion and home interiors. There are a lot of opportunities that we want to exploit. The company would like to engage all those fashion brands and designers in Korea. … This is a tribute to the collaboration we have with designers and brands here,'' he told The Korea Times.

During the event, models performed a short ballet number while wearing Lie Sang-bong's edgy, modern shift (airline) dresses. Wedding gown designer Kwon Hyung-min designed romantic bridal gowns, dazzling with crystals.

Camus said Swarovski is trying to further expand its business to reach more designers and brands in Korea, especially in the interior design and fashion industry.

``We want to engage them (designers) in a mutually friendly way and to appeal to consumers especially since Crystallized has a special element and value. We would like consumers to start putting words behind what they feel when they are about to buy a piece of fashion that is embellished with Crystallized,'' he said.

The event showcased a wide array of products using Crystallized Swarovski Elements, such as a Christmas tree, bed covers, flat screen TV, refrigerator, cell phone, shoes, underwear, handbags and accessories. Brands, whose products were featured, include Bean Pole, Louis Quatorze, Tandy, Guess Jeans, Sue Comma Bonnie, and LG Dios.



Crystal-embellished clothes from high-end designer brands Christian Dior, Escada, Ralph Lauren and Blumarine were also displayed.

As part of the dual branding strategy, the products carry a tag ``Made With Swarovski Crystallized Elements.'' ``This (tag) is a guarantee of quality. We want to make sure the consumers understand the shoes are not made by Swarovski, but features Crystallized Swarovski Elements. ... We are contributing to the design of the finished product, but we are not responsible for the finished product. The design has to be recognized as emanating from the brand of the designer,'' Camus said.

Korea is already one of the top three markets for Crystallized Swarovski Elements in Asia, as the Korean fashion industry shifts from the manufacturing production industry to a more creative, design-oriented industry. ``There are a lot of opportunities for us to work together with Korean designers. Whatever we do, it leads to the success of our clients. We exchange ideas with clients, whether you're talking about design or sharing what kind of Crystallized Swarovski Elements would fit into their future plans,'' he said.

cathy@koreatimes.co.kr