Karlie Kloss is the new face of Swarovski

The major luxury jewelry powerhouse have announced that the 23-year-old is set to become the brand’s latest spokesmodel taking over from Australian supermodel fellow, Miranda Kerr. 

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©Swarovski

Kloss echoed her excitement at the collaboration: “It’s an honor to join the Swarovski family and to be part of the brand’s long history of bringing elegance to women through brilliant, unique designs. Some of my first early pieces, from my mother or my grandparents, really special kind of milestone pieces for birthdays or holidays, were Swarovski.” 

Swarovski celebrates style with Karlie Kloss as the new face of #BeBrilliant Fall/Winter 2016 campaign“Karlie represents a certain openness and mind-set, a new philosophy. She is fashionable and beautiful, which is key when you talk about the next generation of consumer -specifically, powerful women who should become our long-term customer.” Swarovski’s CEO for consumer goods Robert Buchbauer told WWD. “We wanted to bring our brand to the next level but also the next generation -we thought that Karlie would be a perfect match.”

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©Swarovski

#BeBrilliant highlights powerful women who also need some jewels to get them through the day. Nathalie Colin, Swarovski creative director, said Karlie embodies everything the brand stands for and revealed they’re “thrilled” to have Kloss onboard. “Besides her amazing beauty, she stands for modernity, freshness, self-confidence, elegance and spontaneity. Everything that we convey through our collections.”

Nevertheless, Karlie is much more than a supermodel: she is profiled as a fashion and lifestyle inspiration, a student programmer, a savvy digital personality with the Klossy YouTube channel, an entrepreneur, Time 100 honoree, Vogue cover model. She and can now add Swarovski brand ambassador to her list of titles.

As Miranda Kerr became the face of the Austrian crystal brand in 2013 when it was thought they were trying to reach the Australian audience, Kloss’ casting is a strategic one aimed at amping up Swarovski’s North American presence. The brand’s partnership with Kloss, locked down for two years, include an exclusivity clause for fine jewelry and watches, and the model’s presence will be seen across its digital, print and film advertisements. 

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©Swarovski

The Austrian company introduced the partnership with a campaign shot in the streets of New York by photographer Tommy Ton alongside with a video of Kloss trying to pronounce the label’s name, “a commonly searched question,” according to the team.

Check out Karlie Kloss’s debut in Swarovski’s latest film ad below as new face of Fall/Winter 2016 campaign with a pronunciation challenge: As for how to pronounce the brand’s name? “I’ve had a few months of practice so I know how to say it. I think.” 

Karlie Kloss shows us how to pronounce ‘Swarovski’: 

Discover more at Swarovski.com/bebrilliant