When we first heard that SWAROVSKI CRYSTALLIZED had combined forces with dark, Swedish electro goddess Karin Park to model seasonal jewellery created by some of fashion's biggest designer names, we couldn't believe our ears. Rarely does such a traditional brand hedge their bets on an edgy, underground artist quite like Karin.
"[Photographer] Thomas Knight came to see me in May when I played in London," Karin tells us. "And he said, 'I want to do a music video with you.' So we did that. And then he said, 'We're doing this thing with SWAROVSKI, I think you'd be perfect.' I said, 'Well, let's do it.' Because he was looking to do something a bit more edgy and different."
Sure enough, Karin's sharp profile and defined, porcelain features lend a gothic, androgynous touch to the geometric designs of Akong London, Jean Paul Gautier, Marm??n, Caleidosc??pio and Gian Paolo Maria, and it's clear to see why SWAROVSKI CRYSTALLIZED were so keen for her to front the campaign. But what was in it for Karin?
"The thing was with SWAROVSKI, it's just such a long-term, historic brand," she explains. "The jewellery in this collection is quite unique and different. The pieces I'm wearing are really lovely, and they wanted to do something that will give them glamour but that was a bit rock 'n' roll, and I thought I could add to that.
"They were really interested in my music, too, which made a big difference. It has to come somewhere from the music for me."
In fact, the folk at SWAROVSKI CRYSTALLIZED are such fans of Karin's unique, brooding sound that they chose to combine the launch of their new campaign images at their flagship store in London with the launch of her new single, A Thousand Loaded Guns.
On the new song, Karin says: "A Thousand Loaded Guns is the first song I wrote for the album and the first that I bought to the UK. The lyrics are about an impossible love story, where there is so much passion and so much tension that it kind of makes it impossible."
A Thousand Loaded Guns is out on 3 September 2012.
www.swarovski.com | www.karinpark.com
READ OUR INTERVIEW WITH KARIN PARK HERE