A Living Showcase
From its unheralded beginning in the 1990s, the annual Victoria’s Secret Fashion Show has grown into a widely anticipated and followed worldwide fashion event. It has also become a favored opportunity for leading entertainers, models and fashion accessory firms to gain instant visibility to that audience of millions.
The show has grown into an extremely lavish production with intricate designs and notable props. The 2013 production was no exception, and it offered the perfect global showcase for the acknowledged leader in cut crystal to strut its stuff. Swarovski took full advantage of its opportunity, as it has since first joining the extravaganza in 2002. Using the latest in technology to present a stunning design worn by the Victoria’s Secret Angel Lindsay Ellingson, the company gained a great deal of media attention for the end result. Swarovski worked closely with the Victoria’s Secret team to produce a remarkable costume for the model, made possible by state-of-the-art 3D printing technology.
The project was a major collaboration between the Swawrovski and VS, as well as designer Bradley Rothenberg and Shapeways, a pioneer and leading player in the rapidly evolving world of 3D printing. The focus of the effort was the production of a total costume to fit with the Snow Angel element of the show. This required working to produce all the elements sized to fit model Ellingson precisely. The process started with a full scan of her body with 3D equipment from Shapeways.
Once this scan was in hand, the company went to work with its proprietary technology to create an amazing design around a snowflake motif. The snowflake filigree was then encrusted with what became millions of the unique illuminating crystals from Swarovski. The end product is a one-of-a-kind stunner. The concept is exactly the type of media magnet the fashion show seeks to make a part of each of its productions.
The senior vice-president of Swarovski North America, Alexander Welhoefer, commented on the role played by the 100-year-old provider of fine crystal. Pointing to the long history of his company’s commitment to trend-setting crystal products, he stated, “…the strength of the Swarovski brand combined with the creativity of Victoria’s Secret not only results in cutting edge designs for the runway, but also captivates the consumer with collections made with Swarovski crystals at retail.”
From the audience’s response, the extensive investment of time and dollars paid off handsomely. The show was presented in New York City at the headquarters of the National Guard’s 69th Infantry Regiment. While some models were cast with props of shipwrecks, British flags, and street lamps, none caught the spotlight like the Swarovski adorned catwalkers. The lingerie highlighted with millions of dollars of crystals and diamonds created a Christmas Dream for many attendees. These items managed to stand out, in spite of such distraction as Taylor Swift, Neon Jungle, and the Rutgers University marching drum line.
The show will be telecast on CBS Television on December 10 at 10 p.m. While many will tune it for the annual introduction to luxury seasonal shopping, there is no doubt that the amazing filigree that the 3D process created will capture a great deal of attention and put many a glimmer in the eyes of female viewers.