Karlie Kloss is following in the footsteps of fellow former Victoria’s Secret Angel Miranda Kerr as she is named the new face of Swarovski.
The move comes as the brand hope to drive its North American business, build its digital presence and bring on a new generation of customers.
“We wanted to bring our brand to the next level but also the next generation — we thought that Karlie would be a perfect match,” says Swarovski’s chief executive officer for consumer goods Robert Buchbauer.
“She represents a certain openness and a certain mind-set — a new philosophy, if you will. She is very fashionable and very beautiful, which is key when you talk about the next generation of consumer — specifically, powerful women who should become our long-term customer.
“On top of that, we’ve decided to put more emphasis on the North American market and who would be better than Karlie?”
The 23-year-old has inked a two-year deal which will see her appear in outdoor, television, print and digital campaigns for the brand covering jewellery, watches as well as sunglasses.
“It’s such a global presence, you see [their ads] in the subway, also all throughout Europe — I’ve been doing a world tour lately and at every airport and every country I’ve been I’ve seen it somewhere,” Kloss told WWD of the global jewellery brand.
“They are a brand that does bridge the gap [between fashion and commerce], the scope of what they do its pretty extreme. In the time I’ve spent working with them I’ve met different family members from different aspects of the business — one part of the business is loose stones, another is stone-cutting, another part is the actual design and the product, another part is working with high-fashion brands,” she added.
After Miranda Kerr served as the face of the label for three years, Swarovski’s creative director Nathalie Colin says the company are keen to “write the next chapter” with Kloss at the forefront.
“Miranda was definitely our first muse. We’ve broken new territory, she was fantastic. Now, after three years it’s about how we write the next chapter. When we worked on selecting our next muse, the next personality, to me it was important that in some ways she build on similar features to Miranda, the business woman, the multifaceted woman who is not only a beautiful face. Karlie has an interest in other fields besides just modelling. I think she will bring something very fresh, very spontaneous, very modern. She has a cool modernity.”
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