Swarovski Partners With Ariana Grande For Spring / Summer 2025 Campaign
Written by: Media Update Editor Save to Instapaper
Swarovski says that in celebration of the House's 130th year, Swarovski Global Creative Director, Giovanna Engelbert, reinvigorates the concept of Metamorphosis, using beauty as a medium to showcase Swarovski's evolution and cement its status.
Appearing in her third campaign for Swarovski, Grande undergoes a transformation through light-filled jewelry. Moving on from Holiday 2024's 'Party of Dreams' and the Ariana Grande x Swarovski Capsule collection's Old Hollywood-inspired glamour. Swarovski says the campaign sees Grande explore the symbiotic relationship between style and self-expression in images lensed by Mert and Marcus and rooted in the 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, adds Swarovski.
Engelbert says, "I'm intensely drawn to pop culture and the role of jewelry within it — it has the power to transform not just how you look but how you feel. My vision is to create a new jewelry 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."
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 jewelry, this campaign felt truly uplifting and joyful."
Swarovski concludes that the Swarovski families highlight their DNA while evolving to embrace new colourways, fantastical forms and emerging materials for the season. The Millenia family continues to explore the colour wheel with the introduction of a fresh cut lilac shade, which is complemented by the technicolour romance of Idyllia, the pop candy of Dulcis and the versatile Chroma.
For more information, visit www.swarovski.com. You can also follow Swarovski on Facebook, X, Instagram, or on TikTok.
*Image courtesy of contributor
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