Swarovski Elements: The Men’s Club.

Fashion’s relentless hunger for fresh meat means we’re told on a near daily basis of who’s the next hot one to watch. But where would the industry’s fledgling innovators be without the financial support and sage business advice?

Swarovski understands the need to nurture the up-and-comers, and in doing so, raises its image from glorified glass-cutter to sponsor of fashion’s next generation. A sound PR move, then. But this is no one-off publicity stunt, since the Austrian luxury giant sees deeds of goodwill as a long-term guarantee of its dedication to the art, rather than a flash-in-the-pan marketing method. Not only does the company sponsor CFDA awards for young designers, but it also aids the London-based with getting their work shown on-schedule, too (designers like Henry Holland and Richard Nicoll regularly collaborate).

With the loyalty of the younger fashion dempographic pretty much secured, they’ve turned towards the industry establisment, enlisting 16 designers renowned for their couture-like designs, to create a capsule collection comprising everything from eveningwear to accessories.

^ Bally for Swarovski Elements – love the bag’s mix of streamlined sportiness and upmarket opulence.

Entitled Swarovski Elements, the range presents the fruits of the collaboration between Swarovski’s instantly recognisable product and the various aesthetics of several of menswear’s elite: Emporio Armani, Salvatore Ferragamo, Gianfranco Ferré, Dior Homme, Umit Benan, Robert Cavalli and more…

Lavish isn’t the word.

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[youtube http://www.youtube.com/watch?v=5FWnBkRe2IM]

^ The collection being shot for L’Uomo Vogue