To mark its 130th anniversary, Swarovski unveils a sparkling new chapter with global pop icon and brand ambassador Ariana Grande at the heart of its Spring-Summer 2025 campaign. Captured by photography duo Mert & Marcus, the campaign dives into a “Mathemagical” world — a radiant fantasy where color, light, and creativity intertwine.

Ariana, who appears in her third campaign for the House, undergoes a transformation through high-voltage crystal storytelling. Leaving behind the Old Hollywood glamor of her Holiday 2024 capsule, this season explores a more dynamic visual narrative rooted in the spirit of 1960s pop culture. With vibrant palettes, curated references, and a sense of joyful sophistication, Swarovski invites us to view jewelry as more than ornamentation — as a means of personal evolution.

“In celebration of the House’s 130th year,” explains Swarovski Global Creative Director Giovanna Engelbert, “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.”

The campaign brings to life Swarovski’s signature jewelry families — each one evolving in color, texture, and symbolism. The Millenia collection, portrayed in Crash 102 introduces a new lilac hue, a shade rich in mysticism and regality, perfectly suited to Ariana’s iconic presence. In Idyllia, we’re drawn into a fantastical garden filled with otherworldly florals and butterflies. With Dulcis, the mood becomes playful. Think pop art meets pop candy: bold, resin-based jewelry inlaid with colorful crystal, designed to be stacked, layered, and worn with gleeful abandon. Finally, Chroma brings a modern twist to the brand’s legacy and introduces Chroma Twist, Swarovski’s first collection rooted in circularity. Featuring at least 50% Swarovski ReCreated™ Crystals and 90% recycled metal, the pieces are designed to shift in color and form, reflecting a vision for sustainable style with high-impact allure.

“I’m so excited that my creative journey continues with Swarovski,” says Ariana Grande. “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.”

As the House continues to shape the conversation between jewelry and self-expression, this campaign is more than a collection reveal — it’s a celebration of transformation through beauty, creativity, and light. With Ariana Grande as its muse and Giovanna Engelbert at the creative helm, Swarovski proves once again that its heritage isn’t just about history — it’s about evolution, empowerment, and pop brilliance.

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@arianagrande