Swarovski Recreated

ReThink, ReUse, ReCreate

The Swarovski brand is announcing new crystals - Swarovski Recreated - as part of a global process to recycle its waste. All the stones in this new collection are made entirely from broken glass collected during the manufacture of its jewellery.

No major brand can afford to ignore sustainability any longer, as it has become a differentiating criterion for consumers, particularly those in the luxury sector. Against this backdrop, the jewellery and accessories brand specialising in crystals, zirconiums and laboratory diamonds has announced the launch of Swarovski ReCreated, an innovation based on circularity.

All the crystals in this new range have been made from glass waste produced during the manufacture of Swarovski jewellery: ‘The multicoloured broken glass is remelted and transformed into a new, unique shade of impeccable quality, identical to that of our original product’, explains the brand's official website.

This innovation enables Swarovski to use 40% fewer natural resources than its standard crystals, reducing the brand's carbon footprint by 34%.

As part of this launch, I worked with the brand to create the visuals and digital communications interfaces. 

In a quest for coherent recreation, I designed the visuals using AI generation, revealing a new and unique universe.