Live Brief Swarovski X Net A Porter 

Brief: Net A Porter brought a capsule collection of Swarovski jewellery products called Adore, aimed at the target audience, Millenials. The brief was to create the look and feel of the AW17 Adore collection to attract both Net A Porter's and Swarovski's existing target audience but also new consumers. This brief was a group project in groups of two or three. My team did extensive research on AW17 trends and Swarovski's and Net A Porter’s existing target audience but also on integrating the audience Millenials. From this research, we chose four pieces from the Adore collection that we felt were successful to feature within ‘Salt’ and ‘Edit’ magazine but also what we felt was appropriate for AW17. Through research we identified that Swarovski focuses on mainly female caucasian models, however, as gender fluidity is such an important topic especially amongst future consumers and particularly the target audience of Millenials, we felt that Swarovski should introduce different ethnicities and gender fluid models. This would then appeal to a wider audience and feel less exclusive to consumers. We also implemented a trend that Swarovski had identified on its website as `Soul Food'; “The Soul Food theme hinges on the importance of back stories, the emotional interaction that has become a deciding factor for consumers on a global scale, and the importance of regeneration and reuse" (Swarovski).We created an editorial, short film and event which we felt both appealed to Millenials but also reflected modernity and presented both Swarovski and Net a Porter as current and on-trend.