For spring/summer 2025, the Oscar-nominated, global pop icon and brand ambassador Ariana Grande embodies the “mathemagic” world of Swarovski-a fantasy world of color and light that turns into a metamorphosis that reflects creativity, savoir and happy self-pressure.
On the occasion of the 130th anniversary of the house, Swarovski Global Creative Director Giovanna Engelbert revives the concept of metamorphosis and uses beauty as a medium to present Swarovski’s stylistic development and consolidate its iconic status.
Ariana, who has been in front of the camera for the third time for Swarovski, goes through a transformation through light -flooded jewelry. This campaign marks a departure from the “Party of Dreams” of the Holiday 2024 and the Glamor of the Ariana Grande X Swarovski Capsule Collection inspired by Old Hollywood. She shows Ariana how she researched the symbiotic relationship between style and self-expression in pictures by Mert and Marcus, which are rooted in the strongly curated pop style of the 1960s.
A tribute to crystal
The collection and campaign are a tribute to the aesthetics of high fashion, the dynamic nature of crystal and the ability of the house to shape the pop culture conversation sustainably. The strength of the Swarovski Savoir Fair is shown in happy pieces that cover the entire spectrum of creativity.
Giovanna Engelbert says: “I feel strongly drawn to the pop culture and the role of jewelry in it – he has the strength, not only the look but also the feeling of changing. My vision is to create a new jewelry culture that is effective, fresh and sharp; Ariana embodies this with beauty and boldness, which turns every piece into a symbol of charisma, movement and joy.”
Ariana Grande says: “I am very pleased that my creative journey continues with Swarovski, and I love the metamorphosis story of this new spring/summer campaign 2025. Styled in a palette of bright colors and bright crystal jewelry, this campaign felt really uplifting and happy.”
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