Sparks of Love inspire Swarovski’s SS20 Valentine’s Day Collection

Swarovski’s Sparkling Dance Collection

Swarovski’s innovative Valentine’s Day Collection reimagines traditional symbols of love into of-the-moment designs. The iconic and eternal motifs of the infinity symbol and the shimmering heart are given a contemporary twist in a campaign that celebrates the #InfiniteSpark in a message inspired by the “sparks of energy that ignite a journey of infinite love.”

Swarovski’s Creative Director, Nathalie Colin, explains the inspiration behind the new Valentine’s Day Collection: “Love is the energy of life. During the most romantic time of the year, we wanted to show how illuminating this energy can be, making people feel more brilliant, brighter and loved. We’ve transformed iconic symbols into stylish pieces designed to capture hearts around the world.”


Collection Highlights

     Reimagined romantic symbols include the Infinity Cuff in polished golden metal tones and shimmering Swarovski crystal pavé, and the Lifelong Heart Pierced Earrings, which introduceversatile dual-toned earrings with cleverly designed interlocking hoops that can be worn matched or worn matched or as an asymmetrical pair for an on-trend style.

Swarovski’s Infinity Cuff

Swarovski brings a bright and playful touch to its Sparkling Dance Collection. New additions include a colorful Swarovski crystal pavé rainbow, a ladybird in flight and a lucky cat, in necklaces, bracelets and earrings that feature shimmering elements that catch the light and appear to dance.

Celebrating love and togetherness, Swarovski extends its popular Attract Soulmates line with designs centered on the concept of “you and me.” Each one features two closely positioned Swarovski crystals that symbolize the eternal bond between soulmates in a bracelet, necklace and a ring.

Swarovski also introduces two new, on-trend colors – the silk crystal and the clear crystal, to its popular heart-shaped Bella Earring line.

The versatile Swarovski Remix Collection offers a way to create a personal Valentine’s Day gift through its innovative clasp system, that allows each piece to be easily transformed into a new look by connecting with other Swarovski Remix Collection strands.

Rounding out the collection, Swarovski reintroduces the Crystal Frost Timepiece in a new rose color. Adorned with 178 Swarovski crystals and floral detailing on the dial, the timepiece celebrates femininity and style.


The Valentine’s Day campaign

A romantic necklace from the Attract Soulmates collection

Swarovski is telling its Valentine’s Day story through a digital-first campaign, where a spiral stair-case of a lighthouse becomes its emblem to celebrate an enduring love story.

“The signature symbols of love are brought to life in the campaign just as in the Collection, with a modern and refreshed twist,” says the company.

The Valentine’s Day campaign kick-starts the story of the Swarovski SS20 season, which sees the brand tell stories that reflect the transformative power of energy.

For more information, visit Swarovski’s #SparkDelight platform.