In a radiant celebration of its 130th year, Swarovski unveils its Spring-Summer 2025 campaign with global icon and Brand Ambassador Ariana Grande — her third for the House. Lensed by legendary duo Mert and Marcus, the visuals are steeped in the curated cool of 1960s pop aesthetics, as Ariana steps into a Mathemagical world where colour, crystal, and creativity converge.
Under the visionary direction of Global Creative Director Giovanna Engelbert, this campaign reimagines metamorphosis — not as an ending, but a luminous rebirth. “Jewellery has the power to transform not just how you look, but how you feel,” Engelbert says. “Ariana embodies this with both beauty and boldness.”
Departing from the Old Hollywood glamour of her previous capsule collection, Grande this season explores a dynamic synergy between light-filled jewels and joyful self-expression. Styled in a palette of vibrant hues, she becomes the living embodiment of crystal in motion.
At the heart of the collection, Swarovski’s signature families are reborn with vibrant colourways and expressive forms. Millenia, symbolic of Ariana’s star power, debuts in a fresh lilac hue — a regal tribute to timeless elegance. Idyllia brings the brand’s savoir-faire to full bloom with crystal-encrusted florals and butterflies, fusing femininity with fantasy. Dulcis channels pop candy energy in playful, resin-based forms, while Chroma offers bold modularity with Chroma Twist — Swarovski’s first circular design, featuring ReCreated™ Crystals and recycled metals.
“I love the metamorphosis storyline of this campaign,” says Grande. “It felt truly uplifting and joyful.”
Together, Grande and Swarovski create a sparkling narrative of transformation — one that feels as effervescent as it is empowering; staying true to the House’s hallmark essence. This is a campaign that celebrates evolution, artistry, and the irreplacable joy of self-expression.
