Testament to the power of money and advertising, product placement, and ‘celebrity’ or in this case ‘designer’ association, Swarovski, in my opinion, have usurped all other marketing strategies that have gone before them, in order to place a previously non-existent, twee, lower middle class and rather vulgar product, and send it straight down the catwalk.
From a history of diamond etched 50th wedding anniversary celebratory champagne flutes, and mantle piece poised jumping dolphin statuettes, Swarovski have managed, through varying forms of product placement and sponsorship, to alleviate their brand and product and make it seem desirable.
I'm assuming the moment Paris Hilton was spotted discussing names for her next miniscule chi-chi puppy on her very possibly Swarovski encrusted mobile handset was the day the wheels of this marketing machine were first oiled, and it is this that is definitely worth keeping in mind the next time those shiny little beads of glass catch your eye on those ever so fetching MJ Vans pumps.
Ultimately who would really want to associate themselves with that level of glamour, I say glamour, when in fact another important thing to keep in mind is that Swarovski is ultimately just a rich (wo)mans sticky backed plastic rhinestone. Like the fashion equivalent of the coke or speed debate.
Personally I would rather have a bag of uncut base any day.
