Swarovski have always had a strong presence in the Middle East and this season, to manifest signs of appreciation, the crystal jewellery house have revealed a new campaign that is as captivating as it is committed to highlighting empowering women of the region.
To celebrate the launch of the brand’s new collection, titled the Power Collection, Swarovski have tapped notable female figures from the region to front its collections.
Hailing from diverse backgrounds, the women include CEO Noor Al Tamimi ‘The Mentor’, Emirati Figure Skater, Zahra Lari ‘The Ambitious’, Saudi Designer Arwa Al Banawi ‘The Influential’, Mountaineer Fatima Deryan ‘The Achiever’, Jazz singer Layla Kardan ‘The Diva’, International Beauty Brand Ambassador for Marc Jacobs Rhea Jacob ‘The Artist’, Designer Dalia El Ali ‘The Dreamer’, and Business Owner Kawthar Al Sulayem ‘The Visionary’.
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The collection itself speaks volume with a range of dazzling bracelets intricately crafted to be stacked — a brilliant expression of modern-day power dressing.
Speaking of the new collection, Swarovski’s Creative Director, Nathalie Colin, explains the inspiration and said: “Today, a piece of jewellery is not just a fashion accessory. It means so much more to women — it is an expression of identity, a confidence booster, and, I believe that confidence can be amplified by what you wear. Women are truly a force to be reckoned with, and the Swarovski Power Collection is a symbol of this. This new collection is one that truly transforms, and that’s brilliantly liberating.”
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