Ariana Grande and Swarovski Return for SS25
For Spring/Summer 2025, Swarovski continues its ongoing collaboration with Ariana Grande, who steps into the House’s evolving creative world for a third campaign. Tied to Swarovski’s 130th anniversary, the latest chapter celebrates transformation—what the brand calls its “Mathemagical” world—through colour, craftsmanship, and expressive style.
Global Creative Director Giovanna Engelbert revisits the concept of metamorphosis to reflect Swarovski’s stylistic evolution. Using Grande’s pop culture presence and a lens of 1960s pop aesthetics, the campaign signals a shift from last season’s holiday glamour to a more vibrant, exploratory mood. Photographed by Mert and Marcus, the visuals combine nostalgic style codes with contemporary jewellery design to express the emotional and personal impact of accessorising.
“Styled in a palette of vibrant colors and radiant crystal jewelry, this campaign felt truly uplifting and joyful.”
At the heart of the campaign are four of Swarovski’s signature families, each reimagined for the season with new palettes, materials, and design directions. Millenia leads the story with the introduction of fresh cut lilac crystals—an iconic Rivière silhouette set in gold-tone hardware that captures both the theatrical and regal aspects of Grande’s star image.
In contrast, Idyllia brings a softer narrative. It features floral and butterfly motifs made with intricate crystal techniques that spotlight the House’s attention to detail. With delicate colours and layered textures, the line sits at the intersection of high jewellery fantasy and wearable design.
Playfulness defines Dulcis, a family of resin-based, candy-inspired pieces embedded with bold crystals and designed to be worn in multiples. Meanwhile, Chroma offers a bolder chromatic statement. This season, it also marks a step towards sustainability with the debut of Chroma Twist, Swarovski’s first circularity-focused collection. Made with at least 50% Swarovski ReCreated™ Crystals and 90% recycled metal, the pieces are designed to adapt and transform—both in look and longevity.
