Ariana Grande is back in her Swarovski bag—quite literally sparkling—as the face of the brand’s Spring-Summer 2025 campaign. Wearing Swarovski exclusively throughout her Wicked press tour and awards season appearances, the partnership is going strong, and in its latest chapter, Ari is taking us on a journey through a Mathemagical world where light, colour, and unapologetic self-expression reign supreme.
This marks Ariana’s third campaign with the House, and if her previous turns were dipped in Old Hollywood glam and festive fantasy, this time she’s embracing a whole new vibe—rooted in the crisp pop aesthetic of the 1960s. Think high-cropped coifs, dreamlike makeup, and light-bending jewellery that dances with every frame. Photographed by the iconic duo Mert and Marcus, the visuals are just as dramatic and dazzling as you’d hope.
Creative Director Giovanna Engelbert has a knack for turning crystal into couture, and she’s using the brand’s 130th anniversary to double down on a bold new vision of jewellery culture—one that’s “high-impact, fresh, and sharp.” With Ariana as her muse, the message lands beautifully: jewellery should be expressive, transformative, and above all, fun.
The collection itself is bursting with vibrant colour and whimsical energy—crystal cuffs, drop earrings, sculptural chokers—that reflect both Ariana’s playfulness and Swarovski’s legacy of craftsmanship.
And is anyone else feeling that Desperately Seeking Susan was on the vision board? There’s something about the playful layering, the bold colour palette, and the air of downtown diva that screams ‘80s Madonna with a modern twist.
“I love the metamorphosis storyline,” Ariana shares. “This campaign felt truly uplifting and joyful.” And truly, it shows. She’s not just modelling jewellery—she’s embodying the spirit of reinvention. Crystal core has never looked so good.
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 technicolor 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. Color, candy, and creativity collide in vibrant resin-based jewelry, 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-colored 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 color and style for increased longevity of wear.
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