Swarovski partners with abaya couture designers in ‘Crystal Loves Abaya’ campaign.

Swarovski, the global leader in cut crystal and fashion jewelry, collaborates with six young designers from the Gulf Cooperation Council region. They all used their superb couture skills to reinterpret the graceful abaya using Swarovski crystals in new and exciting contemporary designs.
The six designers—also proprietors of their brands—include two from the Kingdom of Saudi Arabia: Riyadh-based Hania Albraikan for
Hania, and Jeddah-based Rawan Azhar of Ta Marbota. From Qatar comes Sheikha Hend Al Qassemi for Medici, and from Oman, Lubna Al Zakwani for Endemage. The two United Arab Emirates-based designers are Abeer Al Suwaidi for her eponymous brand, and Sara Al Madani for Rouge Couture. Each was commissioned to apply their creative vision to creating abaya designs that bring to life their individual brand identity and design language
To showcase the creative outcome, Swarovski organized a campaign photoshoot and video that capture the six design approaches, and show how Swarovski crystals were used in the creative process to produce totally new couture looks. The character of each of the six capsule collections can be summed up as: Ta Marbota’s playfulness, Rouge Couture’s ‘fierce’ look, Hania’s dreamy romanticism, Endemage’s girl-about-town, Abeer Al Suwaidi’s artistic take on the abaya, and Medici by Sheikha Hend’s luxurious approach to everyday wear.