Victoria Swarovski on Social Media, Self-Image, and What We Don’t See
You could say she’s used to being seen. And maybe that’s true. But visibility doesn’t equal understanding—and that’s where it gets interesting. Victoria Swarovski moves between stage, business, and a world where everything is expected to look effortless—even when it isn’t.
With ORIMEI, she’s now taking it a step further. Together with ABOUT YOU, she has launched her first fashion collection—a line that doesn’t aim to be loud, but to work. Clean silhouettes, reduced color palettes, pieces that transition seamlessly from day to night. Less statement for the sake of statement, more a sense of control, ease, and precisely measured glamour.
It’s an extension of what she already embodies: aesthetics that don’t just exist for show, but hold up in real life. And perhaps also a conscious counterpoint to a world that often feels just a little too perfect.
We spoke with her about success, self-image, and the reality behind what seems effortless—and why what we don’t see is often what matters most.
When people hear your name, they immediately think of glamour, tradition, and a big legacy—but who is Victoria when no one is watching and there’s no stage?
I’m just a very normal person—someone who always wanted to carve her own path early on and never wanted to depend on others. Away from the stage, it’s all about staying grounded, my family, and staying true to myself.
Unfiltered, Somehow
You describe your collection as modern, versatile, and designed to transition effortlessly from day to night. Was it more important for you to create fashion that adapts to everyday life—or fashion that helps people feel more confident in any situation?
Fashion has always been a passion of mine. Together with ABOUT YOU, I wanted to create a collection for my brand ORIMEI that feels modern, has a touch of glamour, and can easily move from day to evening. It was especially important to me that all pieces can be combined with each other and worn in different ways—whether at the office, for drinks in the evening, or at more formal occasions. In the end, it’s about creating fashion that makes you feel confident and highlights your personality.
Success often looks flawless from the outside. What was a moment in your life that shaped you the most?
I believe success is always a team effort—“teamwork makes the dream work.” There have been many moments in my life that shaped me and guided me step by step. My parents taught me early on: nothing comes from nothing. That’s how I was raised, and it’s how I approach everything I do. I always give 100% and don’t let anything distract me from my goals. So I’d say success is mainly hard work—even if it looks easy from the outside.
You move between entertainment and business. Is there one side that challenges—or even defines—you more than you expected?
I’d say both equally, but in different ways. Most people know me as the host of Let’s Dance. When I was offered the job nine years ago, it felt like jumping into cold water. I had no prior experience, and my first show didn’t go well at all. I got help and kept working consistently. The feedback in the media and on social media was very critical at first—sometimes even hurtful. Today, there are still occasional haters, but I’ve earned my place through hard work and receive a lot of positive feedback from both audiences and professionals.
As a businesswoman, I mostly work behind the scenes. As managing partner of Victoria Swarovski Cosmetics GmbH, I’ve been running my own beauty brand ORIMEI by Victoria Swarovski for over five years now. That, too, was a leap into the unknown, with many ups and downs. We launched the brand during the pandemic, which was extremely challenging. But you learn and grow with your responsibilities. In the near future, we’ll expand into decorative cosmetics, and at the end of April, we’re launching my first fashion collection with ABOUT YOU under the ORIMEI brand. I feel at home in both worlds.
Today, women are expected to be everything: independent, successful, soft, strong, visible—but effortlessly so. What feels real to you, and what is just a perfectly staged myth?
My best advice: let go of what others think or expect, and follow your own path. Setbacks are part of it—everyone experiences them. What matters is getting back up, adjusting your crown, and moving forward. This idea of being “effortlessly perfect” is often just a myth. Behind everything, there’s hard work, discipline, and doubt. The key is not letting that discourage you.
You operate in a world where aesthetics play a big role. What do you personally find imperfectly beautiful?
For me, art is the ultimate form of imperfect beauty. In my role at House of Arts, I’ve had the chance to accompany several exhibitions by contemporary, international, and emerging artists. That’s where you really see that imperfection is often the most exciting—and what truly stays with you.
Three words that describe you—no thinking.
Determined. Adventurous. Grateful.
