Jolin Tsai, a huge pop star in China, was the face of our “Music Journey 2013” event this year. From Beijing to Shanghai, Jolin went on a four-month tour of China to promote the video for her song “Journey,” inspired by our “Secret Treasures” collection. A project that creatively brought together Swarovski jewelry, music, and social networks all in one. The page for the event on Weibo (the Chinese equivalent of Twitter), which streamed the final concert of the tour live, has been visited by more than 21 million people. When I met Jolin in Beijing last September, I was immediately struck by her individual and unique style. In collaboration with our haute couture studio, I created a number of sketches of spectacular dresses, which we gave to Jolin. She chose her favorite piece, which was tailor-made for her for the closing concert on December 4. We created a dress made from Crystal Mesh, Swarovski’s trademark fabric. Crystals fixed on a metal mesh material were used to attract the light almost magnetically and to reveal their sparkle underneath the spotlights. Initially conceived in gold and jet black, the design of the dress was developed around Jolin’s preferences and fittings until we created the final version – a bustier-style dress made from Jet Crystal Mesh, embellished with geometric gold overlay and dramatic ruffles to add a touch of femininity. All stylists dream of seeing their creations in the spotlight, and this concert, which was relayed all around the world via the internet, was for me a fantastic opportunity to show off the expertise and talent we bring together at Swarovski!
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