In preparation of the Autumn/Winter 2010 season, Swarovski have teamed up with a selection of designers from London, Paris and New York such as Erdem, Giles, Marios Schwab, Richard Nicoll, Pedro Lourenco, Mark Fast and J.W. Anderson. In order to support both internationally recognised and emerging designers for Spring/Summer 2011 Fashion Weeks, the selected group have been carefully chosen by Swarovski for their inspiring presence within the fashion industry. Other designers involved include Holly Fulton, Henry Holland, Michael van der Ham and Louise Goldin.

The chosen designer’s collections will be shown on the catwalk during New York, London and Paris Fashion Week and broadcast live on www.Swarovski.tv. Swarovski has earlier supported leading designers such as Alexander McQueen, Hussein Chalayan and Christopher Kane among others, using their crystal technology to allow for endless experimentation. Launching last week, the first ever online pop up Swarovski Crystallized store was also unveiled as an innovative concept store, offering jewellery and accessories collections, as well as the inspirational stores, each of which feature a Swarovski Crystallized café and exhibition area, are situated in London, Shanghai, New York City and at in-store boutiques in Swarovski Kristallwelten in Wattens, Swarovski Innsbruck and Swarovski Vienna.

Swarovski Crystallized have also teamed up with renowned stylist, photographer and blogger Jackie Dixon to create the online pop up store which will run for a limited time only from the 16th of August for six weeks. All products will be available to the UK only on www.swarovski-crystallizedpopup.MetalChic.com.