Ariana Grande Shines In Swarovski Spring-Summer Campaign
Ariana Grande returns as the face of Swarovski for the Spring-Summer 2025 campaign. She continues her sparkling creative partnership with the Austrian Crystal House to bring transformation, pop culture, and joyful self-expression together. In celebration of the brand’s historic 130th anniversary, the campaign is the third collaboration between the global pop icon and the storied brand, this time featuring a whimsical new theme: Mathemagical.
Grande embodies the fantastical spirit of the collection, which is designed in a kaleidoscope of pastel hues and glimmering designs set in crystal. She lives playfully and gracefully at the junction between 60s-inspired silhouettes and modern pop aesthetics.
The campaign, conducted by noted photographers Mert Alas and Marcus Piggott, shows Ariana Grande as an embodiment of crystalized flowers, stout bangles, and glowing rings, embodying the renowned Swarovski mix of skill and innovation.
“I’m so excited that my creative journey continues with Swarovski,” Grande shares. “I love the metamorphosis storyline of this new Spring-Summer 2025 campaign. Styled in vibrant colors and radiant crystal jewelry, this campaign felt uplifting and joyful.”
Heritage Meets Modern Days
That sense of transformation is at the heart of the collection. The Capsule Collection for SS25 by Swarovski, under the artistic direction of its Global Creative Director Giovanna Engelbert, manifests multiple dimensions rooted in the palimpsest of geometry in the emotive identity. The highly audacious Engelbert will merely view this campaign as an evolution for the brand as well as the brand’s relationship to the prevailing culture.
“I’m intensely drawn to pop culture and the role of jewelry within it,” Engelbert explains. “It has the power to transform not just how you look but how you feel.”
This season’s offering introduces fresh interpretations of Swarovski’s core styles—Millenia, Idyllia, Dulcis, and Chroma—reimagined in radiant shades of lilac, blush pink, grassy green, and sky blue. The designs pay tribute to the spirit of the 1960s. Meanwhile, it embraces modern-day trends. The result is a capsule that provokes emotion and catches the eye.
Ariana Grande was also recently seen wearing Swarovski jewelry during her Wicked press tour. Also, in her deluxe album short film Brighter Days Ahead, she continues to serve as the perfect muse. Her duality as both a fashion-forward artist and an actress moves the campaign forward with an effortless glamour.
The Spring-Summer 2025 “Mathemagical” campaign cements Swarovski’s legacy as a house where heritage meets reinvention. Thus, crystal becomes more than an accessory—a statement of self.
