In a dazzling mix of music royalty and jewellery heritage, Ariana Grande returns as the face of Swarovski’s Spring-Summer 2025 collection, marking her third campaign with the Austrian house. As Swarovski celebrates its 130th anniversary, the campaign pays homage to the curated pop aesthetic of the 1960s while also catapulting crystal craftsmanship into tomorrow’s realm.
Photographed by legendary duo Mert and Marcus, Grande undergoes what Global Creative Director Giovanna Engelbert calls a “Mathemagical” transformation. This vision departs significantly from the Old Hollywood glamour of her recent capsule collection and the dreamy opulence of Holiday 2024’s Party of Dreams. Instead, we see the Wicked star embodying a more playful, technicolour persona that perfectly aligns with the collection’s emphasis on metamorphosis.
“I’m so excited that my creative journey continues with Swarovski, and I love the metamorphosis storyline of this new Spring-Summer 2025 campaign,” Grande shares. “Styled in a palette of vibrant colours and radiant crystal jewellery, this campaign felt truly uplifting and joyful.”
The collection itself reads like a love letter to crystal’s transformative capabilities. The iconic Millenia family introduces a fresh cut lilac shade – symbolising magic and regality – set in gold-tone hardware that frames Grande’s features with a contemporary yet timeless élan. These statement pieces create what Swarovski describes as “a high fashion fantasy,” boldly reimagining traditional Rivière silhouettes for the modern maximalist.
In the campaign, Grande steps into Swarovski’s “Mathemagical garden” wearing the Idyllia collection – an assembly of crystal petals forming otherworldly flowers and butterflies. This delicate tableau showcases the house’s legendary savoir-faire at its most complex, while Grande maintains a certain sweetness and cool that grounds the fantastical elements.
The juxtaposition continues as the pop icon meets “pop candy” in the Dulcis line – vibrant resin-based pieces inlaid with bold crystals designed for playful layering. Alongside this collection appears Chroma, featuring the debut of Chroma Twist, Swarovski’s first collection created with circularity in mind, incorporating at least 50% Swarovski ReCreated™ Crystals and 90% recycled metal.
Engelbert, whose creative direction has reimagined Swarovski since her appointment in 2020, 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.”
The campaign’s visual language is a nod to the electric energy of ’60s pop art while maintaining a thoroughly contemporary edge – colours pop while silhouettes maintain the clean precision that characterised the era’s most forward-thinking design.
To shop the collection, go to swarovski.com
