Academy Award-nominated pop superstar Ariana Grande returns as the face of Swarovski for the brand’s Spring Summer 2025 campaign, photographed and directed by Mert Alas and Marcus Piggott. This marks her third campaign with the House and coincides with its 130th anniversary. Conceived by Global Creative Director Giovanna Engelbert, the campaign builds on the theme of metamorphosis, presenting a visually rich “Mathemagical” universe inspired by colour theory, transformation, and the interaction between light and self-expression.
Grande is styled in crystal-forward looks that reference the high-gloss visual language of 1960s pop culture, specifically curated to reflect a new dimension of Swarovski’s design vocabulary. Engelbert’s direction aims to evolve the visual identity of the House by connecting jewellery design with concepts of individuality and change. The shoot follows a more narrative departure from Holiday 2024’s “Party of Dreams” and the Ariana Grande x Swarovski Capsule collection, which drew on Old Hollywood for inspiration.
The campaign is built around four key Swarovski families: Millenia, Idyllia, Dulcis, and Chroma. Each family showcases new treatments and colourways that expand on Swarovski’s signature styles while introducing innovative formats and materials. In the Millenia family, Grande wears the newly introduced lilac-cut crystals, which are set in gold-tone hardware. The hue, chosen for its associations with mystery and fantasy, adds a fresh note to the iconic Rivière silhouettes.
The Idyllia collection introduces nature-inspired motifs such as butterflies and floral forms crafted from crystals arranged using multiple stone-setting techniques. These pieces evoke a saturated, dreamlike mood, showing Swarovski’s craftsmanship in high detail. Grande models these with a soft, romantic aesthetic, aligning with the campaign’s vision of dynamic transformation through design.
The Dulcis family brings in candy-like resin jewellery, with chunky shapes and saturated colours. Each piece in this family is inlaid with large crystals, encouraging layering and high-impact styling. Dulcis reflects the more playful and exaggerated elements of pop design, with rings, cuffs, and chokers constructed to deliver immediate visual impact. Meanwhile, Chroma introduces a modular approach to jewellery design, including the debut of Chroma Twist – a sustainable line composed of at least 50% Swarovski ReCreated™ Crystals and 90% recycled metal. The pieces are designed to be adjustable, extending the functional life of each item.
Giovanna Engelbert explained the campaign’s concept by stating, “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.” Grande echoed this sentiment, adding, “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.“
