By Fashion Editorial Staff
As Swarovski celebrates its 130th anniversary, the iconic Austrian house introduces a captivating new campaign. Centered around global music phenomenon Ariana Grande, this collaboration merges pop culture with high fashion, embodying the brand’s "Mathemagical" world of light, color, and transformation.
This marks Grande’s third partnership with Swarovski, and her radiant presence perfectly encapsulates the brand’s vision. Directed by Global Creative Director Giovanna Engelbert, the campaign explores metamorphosis—both personal and artistic—through the lens of legendary photographers Mert and Marcus. The result is a stunning series of images that illustrate the symbiotic relationship between jewelry and self-expression.
"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," shares Engelbert.
The Spring-Summer 2025 campaign departs from the Old Hollywood-inspired glamour of the previous season and embraces a vibrant, 1960s pop aesthetic. Grande, styled in vivid colors and illuminated by Swarovski’s signature crystals, takes center stage in a contemporary fantasy that celebrates both nostalgia and innovation.
Ariana 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 colors and radiant crystal jewelry, this campaign felt truly uplifting and joyful.”
The collection showcases Swarovski’s artisanal excellence across four distinct lines. Millenia features regal lilac hues set in gold-tone hardware, while Idyllia transports us to a "Mathemagical garden," with intricately designed crystal flowers and butterflies. For those drawn to playfulness, Dulcis offers bold resin and crystal pieces, perfect for creative layering. Chroma introduces a sustainable collection, incorporating at least 50% Swarovski ReCreated™ Crystals and 90% recycled metal.
This campaign is a testament to Swarovski’s enduring legacy and its continued evolution at the intersection of high fashion and pop culture. A true celebration of the transformative power of crystal, it encapsulates the brilliance that has defined Swarovski for 130 years.