The launch edition of Harper's Bazaar India is shimmering, and quite literally too. The mastheads of 18,000 copies of the inaugural issue have been studded with sparkling Crystallized Swarovski Elements, highlighting the word 'Bazaar'. These copies are meant for select distribution.
Though this is the first of its kind association initiated by any brand in India, Swarovski Elements has partnered with the international editions of Harper's Bazaar in the past, for many exclusive issues. The most recent of these was the September 2008 issue of British Harper's Bazaar.
In India, Harper's Bazaar is being published by the India Today group.
Talking to afaqs! about the tie-up, Sanjay Sharma, country manager, Crystallized - Swarovski Elements says, "The crystal-studded cover gives the inaugural issue a truly spectacular and special visual presence. Harper's Bazaar is synonymous with fashion, celebrity and personal style, which matches with the ideology of Crystallized-Swarovski Elements perfectly. Our partnership with the magazine displays yet another inspirational creative partnership that is avant-garde, fashion forward and luxurious, a spirit perfectly encapsulated by both the brands."
The company is open to the idea of having similar associations with other publications in future.
According to Sharma, this partnership showcases the innovative use of their product on paper and also highlights the brand's inherent spirit of fashion and luxury.
The limited edition of Harper's Bazaar carries the 'Made with Crystallized - Swarovski Elements' label, which is also used by many designers and brands, highlighting the authenticity and exclusivity of the product.
For the record, Harper's Bazaar is an offering from the US-based Hearst Magazine. The India Today group already publishes two of Hearst Magazine's international titles in India -- Cosmopolitan and Good Housekeeping.
Crystallized - Swarovski Elements, the crystal elements brand of Swarovski, manufactures and sells loose elements to the fashion industry.