For the Spring-Summer season this year, Swarovski releases its newest campaign, starring brand ambassador and global pop icon Ariana Grande.

The Academy Award nominated actress and singer embodies the Mathemagical world of Swarovski – a fantasy world of color and light, transforming in a metamorphosis that reflects creativity, savoir-faire, and self-expression.

In celebration of the House’s 130th year, global creative director Giovanna Engelbert reinvigorates the concept of Metamorphosis, using beauty as a medium to showcase Swarovski’s stylistic evolution and cement its iconic status.

Appearing in her third campaign for Swarovski, Ariana Grande undergoes a transformation through light-filled jewellery.

Marking a departure from Holiday 2024’s Party of Dreams and the Ariana Grande x Swarovski Capsule collection’s Old Hollywood-inspired glamour, this campaign sees her explore the symbiotic relationship between style and self-expression in images lensed by Mert and Marcus and rooted in the highly curated pop style of the 1960s.

The collection and campaign pay homage to high fashion aesthetics, the dynamic nature of crystal, and the House’s enduring ability to shape the pop culture conversation.

The power of Swarovski’s savoir-faire shines through joyful pieces that span the full spectrum of creativity. Giovanna Engelbert commented: “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 Grande embodies this with both beauty and boldness that turns each piece into a symbol of radiance, movement, and joy.”

Ariana Grande added: “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.”

Signature Swarovski families highlight their distinctive DNA while evolving to embrace new colorways, fantastical forms, and emerging materials for the season.

The Millenia family continues to explore the color wheel with the introduction of a fresh cut lilac shade and is complemented by the technicolor romance of Idyllia, the playful pop candy of Dulcis and the ultra-versatile Chroma.

Millenia

An icon for an icon. Ariana Grande embodies the essence of Millenia with the debut of fresh cut lilac hues. A shade symbolic of magic, mystery, and regality, each lilac stone is hand-set in gold-tone hardware and serves as a love letter to crystal in bold yet timeless Rivière silhouettes. Combined with the singer’s pure star power, it forms a high fashion fantasy.

Idyllia

Stepping into Swarovski’s Mathemagical garden, Grande shows her softer side in Idyllia which offers a window into the sophistication and imagination of Swarovski’s signature savior-faire. Intricately placed crystal petals – each enriched with expertly laid crystals in various techniques – form otherworldly flowers and butterflies to create a vision of technicolor romance. She remains sensual, sweet, and cool while modelling pieces that demonstrate Swarovski’s savoir-faire at its most complex.

Dulcis

Pop icon meets pop candy as the brand ambassador embraces the playful energy of Dulcis. Color, candy, and creativity collide in vibrant resin-based jewelry, inlaid with bold crystal, that’s designed to be layered to your heart’s delight. Unexpected sweetness bursts forth in pieces both light and luxurious.

Chroma

Featured alongside Dulcis in a playful candy-colored story for the season, Chroma delivers bold, chromatic expressions for every occasion. Within this family, Chroma Twist debuts as Swarovski’s first collection made with circularity in mind – featuring at least 50% Swarovski ReCreated Crystals, at least 90% recycled metal, and designed to switch color and style for increased longevity of wear.