Iconic crystal and jewellery label Swarovski has announced the appointment of Giovanna Battaglia Engelbert as the first company-wide creative director in its storied 125 years.

Overseeing the full creative direction of the Austrian company, Engelbert is tasked with reimagining the product portfolio across all divisions. The designer’s first products will be showcased in the SS21 collection.

“For decades, Swarovski has been illuminating the world of fashion, design, entertainment, in general the whole creative industry. I am thrilled to be leading the creative vision of a cultural powerhouse like Swarovski in the future”, says Engelbert.

This appointment aligns with a grander vision, as the brand looks to build on its heritage in tune with today’s customer. “Our 125-year history is witness for the power of our company to transform and reinvent itself and I am pleased to welcome a brilliant creative mind and strong female leader like Giovanna to our company,” says Robert Buchbauer, CEO Swarovski. “With her remarkable track record in the industry and compelling point of view, she will explore new frontiers and become a vital part in writing the next chapter of our success story.”