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Swarovski celebrates Spring-Summer 2025 campaign with Ariana Grande

SWAROVSKI

April 8, 2025 – For Spring-Summer 2025, Academy Award nominated, global pop icon and Brand Ambassador, Ariana Grande, embodies the Mathemagical world of Swarovski – a fantasy world of colour and light, transforming in a metamorphosis that reflects creativity, savoir-faire, and joyful self-expression.

 

In celebration of the House’s 130^th year, Swarovski Global Creative Director Giovanna Engelbert reinvigorates the concept of Metamorphosis, using beauty as a medium to showcase Swarovski’s stylistic evolution and cement its iconic status.

 

Appearing in her third campaign for Swarovski, Ariana undergoes a transformation through light-filled jewellery. Marking a departure from Holiday 2024’s Party of Dreams and the Ariana Grande x Swarovski Capsule collection’s Old Hollywood-inspired glamour, this campaign sees Ariana explore the symbiotic relationship between style and self-expression in images lensed by Mert and Marcus and rooted in the highly curated pop style of the 1960s.

 

The collection and campaign pay homage to high fashion aesthetics, the dynamic nature of crystal, and the House’s enduring ability to shape the pop culture conversation. The power of Swarovski’s savoir-faire shines through joyful pieces that span the full spectrum of creativity.

Giovanna Engelbert says, “I’m intensely drawn to pop culture and the role of jewellery within it - it has the power to transform not just how you look, but how you feel. My vision is to create a new jewellery culture that is high-impact, fresh, and sharp; Ariana embodies this with both beauty and boldness that turns each piece into a symbol of radiance, movement, and joy.”

 

Ariana Grande says, “I’m so excited that my creative journey continues with Swarovski, and I love the metamorphosis storyline of this new Spring-Summer 2025 campaign. Styled in a palette of vibrant colours and radiant crystal jewellery, this campaign felt truly uplifting and joyful.”

Signature Swarovski families highlight their distinctive DNA while evolving to embrace new colourways, fantastical forms, and emerging materials for the season.

 

The iconic Millenia family continues to explore the colour wheel with the introduction of a fresh cut lilac shade and is complemented by the technicolour romance of Idyllia, the playful pop candy of Dulcis and the ultra-versatile Chroma.

 

Explore the New Spring-Summer 2025 Collection

Millenia

An icon for an icon. Ariana embodies the essence of Millenia with the debut of fresh cut lilac hues. A shade symbolic of magic, mystery, and regality, each lilac stone is hand-set in gold-tone hardware and serves as a love letter to crystal in bold yet timeless Rivière silhouettes. Combined with Ariana’s pure star power, it forms a high fashion fantasy.

 

Idyllia

Stepping into Swarovski’s Mathemagical garden, Ariana shows her softer side in Idyllia which offers a window into the sophistication and imagination of Swarovski’s signature savior-faire. Intricately placed crystal petals – each enriched with expertly laid crystals in various techniques – form otherworldly flowers and butterflies to create a vision of technicolour romance. Ariana remains sensual, sweet, and cool while modelling pieces that demonstrate Swarovski’s savoir-faire at its most complex.

 

Dulcis

Pop icon meets pop candy as Ariana embraces the playful energy of Dulcis. Colour, candy, and creativity collide in vibrant resin-based jewellery, inlaid with bold crystal, that’s designed to be layered to your heart’s delight. Unexpected sweetness bursts forth in pieces both light and luxurious.

 

Chroma

Featured alongside Dulcis in a playful candy-coloured story for the season, Chroma delivers bold, chromatic expressions for every occasion. Within this family, Chroma Twist debuts as Swarovski’s first collection made with circularity in mind – featuring at least 50% Swarovski ReCreated™ Crystals, at least 90% recycled metal, and designed to switch colour and style for increased longevity of wear. 

 

For more information and images, please contact:

Head of Marketing

Goncalo Pinto da Costa

[email protected]

 

PR & Media Executive

Tegan Whitfield

[email protected]

 

Assets at this link

 

About Swarovski

Masters of Light Since 1895

Swarovski creates beautiful products of impeccable quality and craftsmanship that bring joy and celebrate individuality.

Founded in 1895 in Austria, the company designs, manufactures, and sells the world's finest crystals, Swarovski Created Diamonds and zirconia, jewellery, and accessories, as well as home décor and crystals for Automotive.

Swarovski Crystal Business is represented in over 140 countries worldwide with 2,300 Swarovski boutiques complemented by selected multibrand partners and employs around 18,600 people. Together with its sister companies Swarovski Optik (optical devices) and Tyrolit (abrasives), Swarovski Crystal Business forms the Swarovski Group. A responsible relationship with people and the planet is part of Swarovski’s heritage. Today this legacy is rooted in sustainability measures across the value chain, with an emphasis on circular innovation, championing diversity, inclusion, and self-expression, and in the philanthropic work of the Swarovski Foundation, which supports charitable organisations bringing positive environmental and social impact.