The Swarovski Spring Summer 2013 collection campaign features gorgeous Victoria’s Secret model Candice Swanepoel adorned with dazzling sporting gear. Swarovski has taken an interesting approach in its campaign this season by choosing to mix up remorseless femme glam with rather masculine sports gear.
Even though contradictory, the motorcycle helmet, the dumb bell and the skiing goggle all look ravishing decked out in luxurious Swarovski crystals. Through this gender association contrast, the campaign also has a finely interesting shock factor that catches the eye, making it acutely memorable.
While humans’ relationship with shiny objects is an interesting one, the associations made with them are unanimous: people love precious gems. Swarovski is a brand that has taken full advantage of this association and has made its brand name a perfect synonym with glamour and luxury.
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