Ariana Grande returns as the face of Swarovski’s Spring/Summer 2025 campaign, bringing a fresh sense of style and sparkle. The campaign, titled Metamorphosis, introduces a dreamlike world of color and light, as Swarovski celebrates its 130th anniversary.
The global pop star and Swarovski Brand Ambassador appears in her third campaign for the brand. This time, she embraces a theme of transformation. The new collection blends crystal fashion with bold self-expression.
Under the direction of Global Creative Director Giovanna Engelbert, the campaign explores the relationship between light, fashion, and identity. Engelbert said the goal was to show how jewellery can do more than decorate—it can inspire.
The campaign was shot by renowned photographers Mert and Marcus. In the images, Ariana wears crystal pieces in vivid colors and bold designs. Her outfits take inspiration from the sharp glamour of the 1960s, while still feeling modern. “This campaign felt truly uplifting and joyful,” Ariana said. “I loved exploring the idea of transformation through such radiant pieces.”
Engelbert praised Ariana’s influence on the campaign. “I’m intensely drawn to pop culture and the role of jewellery within it,” she said. “Ariana embodies a new kind of jewellery culture—fresh, sharp, and joyfully high-impact.”
The new Swarovski collection features several of the brand’s signature lines, now reimagined for a new generation. The Millenia line appears in a new lilac tone. Idyllia brings a touch of romance. Dulcis adds a playful, candy-like look. And Chroma focuses on strong, sculptural shapes.
The campaign is more than a display of fashion. It’s a celebration of change and creativity. It shows how jewellery can be a powerful form of personal expression. With Ariana at its center, Swarovski’s Metamorphosis campaign shines brightly—and invites wearers to do the same.
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