Swarovski, the chi chi crystal and diamond jewelry brand, definitely supports designers—both up and coming and experienced veterans.  So much so that this season, Nadja Swarovski and her crew are sponsoring shows for New York, London, Milan and Paris designers during Fashion Week.

For New York Fashion Week, Fashionista.com reports she is sponsoring the following shows: Alexander Wang, Prabal Gurung, Jason Wu, Juan Carlos Obando, Louise Goldin, and Vivienne Tam.

Fashionista.com, the prominent fashion blog that has grown with a vengeance, is also working with Swarovski, reporting from the shows.  They had some insight into how this "Swarovski Collective" runs.

Swarovski began their involvement in Fashion Week by sponsoring the late Alexander McQueen's show in the late '90s.  Since then, they have worked hard to boost their name in the fashion industry, with everything from underwriting the CFDA's young designer awards to working with Rodarte on Black Swan.

Fashionista.com explains how Swarovski Fashion Week sponsorship works.  The designer must apply for the sponsorship and present a business plan to the Swarovski team which includes a convincing take on how crystal can be involved in the season's threads. 

"Teaming up with internationally recognized brands, whether the latest IT designer or a storied fashion house, is a genius marketing strategy," Fashionista.com says.

Swarovski is also supporting shows in London coming up including: House of Holland, J.W Anderson, Richard Nicoll, Holly Fulton, Erdem, Giles, Mary Katrantzou, Marios Schwab, and Roksanda Ilincic.  Fashionista.com reports that they will be supporting shows in Milan and Paris, including Hussein Chalayan.

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