Swarovski's newest campaign star Karlie Kloss has always loved the brand
New face of Swarovski Karlie Kloss wore the sparkly brand before landing the role of campaign star.
It was announced on Tuesday (24May16) that the 23-year-old model would be starring in Swarovski's new ads, taking over from Miranda Kerr in the job.
Talking about the signing with NY Mag’s The Cut, Karlie reveals how she’s been a longtime admirer of the company, known for its luxury cut lead glass.
"It's a brand that I've worn on the runway or on red carpets for years and also before I was a model," she smiled. "Some of my first early pieces, from my mother or my grandparents, really special kind of milestone pieces for birthdays or holidays, were Swarovski."
The first campaign she’ll feature in is titled #BeBrilliant, which focuses on powerful women who like to indulge in nice jewels. As well as print adverts, Karlie will also star in outdoor, digital and television campaigns, and she’ll be helping to create the content too.
As for mastering how to say the Austrian brand, Karlie is certain she won’t mispronounce it during press duties.
“I've had a few months of practice so I know how to say it. I think,” she laughed.
The model celebrated the news at a party thrown by Swarovski on Tuesday night in New York. She stunned in a black halterneck dress, with cutout details showing off her washboard stomach. Close friend Hailee Steinfeld was also in attendance.
Talking about why Swarovski wanted Karlie in the role, chief executive officer for consumer goods Robert Buchbauer explains that as well as her cool credentials, the brand is pushing its presence in North America.
“We wanted to bring our brand to the next level but also the next generation - we thought that Karlie would be a perfect match. She represents a certain openness and a certain mind-set - a new philosophy, if you will,” he said.