Swarovski Celebrates the Holidays with JOY

Swarovski

October 28, 2026 – This holiday season, Swarovski presents an homage to the stage with JOY: The Swarovski Musical.

Global Brand Ambassador Ariana Grande stars as the campaign’s leading lady for the grand finale of 2026, appearing in a series of acts that blur the line between drama, glamour, and action. 

Taking cues from old-school musical montages, JOY is unapologetically theatrical. Every step is rehearsed, every entrance feels like an opening number, and every look shines as Ariana takes centre stage in Swarovski jewellery. 

Co-starring Swarovski’s signature Millenia, Una, Mesmera, and Vienna families, the campaign invites everyone to embrace the spotlight and make every moment festive 
and bright.

JOY infuses brand cues into every scene, with feathers, octagonal set pieces, and House colours featuring in an immersive stage design that feels bold and expressive throughout. Beginning with a nod to Fred Astaire, Ariana’s opening act sees her dance number-ready in a top hat and tails accessorised with Vienna rings and brooches, layered Millenia necklaces, and Vienna earrings. Every piece highlights the versatility of clear crystals; precision cut to hit every mark.

Moving from Fred Astaire to Margot Fonteyn, Ariana dons a ballerina’s tutu to complement the delicate feather-like forms of Vienna and Mesmera necklaces, rings, ear cuffs, and a tiara. Inspired by the emblematic Swarovski Swan, the effect is both graceful and empowered.

For her third act, Ariana embodies her pop icon status in a gown styled with Una necklaces, ring, and watch, as she steps off stage to be surrounded by an adoring audience, before taking a front row seat for the show in Vienna and Mesmera designs. 

Additional scenes link to the season’s offerings, playing with proportion and the extravagant, high fashion styling cues Swarovski has become known for.

With each perfectly choreographed piece showcasing Swarovski’s savoir-faire, creativity, and magic, the stage is set for an unforgettable celebration.

The 2026 Swarovski Holiday campaign launches on the 28th of October with pieces available in store and on Swarovski.com.

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Assets are available here.

For more information, please contact:

PR Executive

Georgina Ure

[email protected]

About Swarovski

Masters of Light Since 1895

Swarovski creates beautiful products of impeccable quality and craftsmanship, celebrating joyful extravagance and self-expression.

Founded in 1895 in Austria by Daniel Swarovski, Swarovski creates the world's finest crystals, Swarovski Created Diamonds, Swarovski Crystal Pearls and Swarovski Zirconia, jewellery, and accessories, as well as home décor and crystals for the automotive industry.

Swarovski Crystal Business operates in more than 140 countries worldwide, with 2,200 boutiques complemented by a network of selected multibrand partners and employs approximately 18,300 people globally. Together with its sister companies, Swarovski Optik and Tyrolit, it forms the Swarovski Group. Rooted in the company’s heritage, Swarovski strives to make a positive impact on people, society, and the planet. Today, sustainability measures are implemented throughout the value chain, with a focus on circular innovation, championing diversity and inclusion, and encouraging self-expression. This includes the philanthropic work of the Swarovski Foundation, which supports charitable organizations bringing positive environmental and social impact.