Swarovski presents a colourful Spring-Summer 2025 collection with Ariana Grande
Swarovski celebrates a landmark moment in its 130-year history with the launch of the Spring-Summer 2025 collection. The collection emphasizes metamorphosis, returning to the past while simultaneously embracing the future. Each piece of jewelry features bold color choices that highlight vibrancy and reference the glamour and aura of the 1960s.
The leading role in the Spring-Summer 2025 advertising campaign is played by global pop icon and Swarovski brand ambassador Ariana Grande. In this chapter of their creative partnership, Grande immerses herself in Swarovski’s mathemagical world — a vivid fantasy of color and light symbolizing transformation, artistic expression, and the brand’s rich design heritage.
As part of this festive season, Swarovski’s Global Creative Director Giovanna Engelbert once again presents the concept of “Metamorphosis” as a visual narrative, emphasizing the brand’s ongoing evolution in style and culture.
“I’m deeply attracted to pop culture and the role jewelry plays in it — it has the power to transform not only your appearance but also your emotions,” said Giovanna Engelbert, Global Creative Director of Swarovski.
“My goal is to create a new jewelry culture that is fresh and bright. Ariana embodies this with beauty and boldness, turning each piece into a symbol of radiance, movement, and joy,” Engelbert added.
Appearing in her third campaign for the brand, Ariana Grande undergoes a vibrant transformation through dazzling crystal jewelry. A noticeable shift compared to her previous appearances — the Party of Dreams 2024 and the glamorous Ariana Grande x Swarovski Capsule collection — this campaign draws inspiration from the pop aesthetics of the 1960s. Photographed by renowned duo Mert and Marcus, the visuals emphasize a carefully curated blend of retro charm and modern elegance.
“I’m so glad that my creative journey continues with Swarovski, and I love the metamorphosis storyline of this new Spring-Summer 2025 campaign,” said Ariana Grande.
“This campaign, brought to life with a palette of vibrant colors and shimmering crystals, turned out to be truly inspiring and joyful,” the pop star added.
Swarovski’s signature product families highlight their unique DNA while evolving and embracing new color solutions, fantastic shapes, and the latest materials this season.
Discover the new Swarovski Spring-Summer 2025 collection
The new collection features several standout jewelry families, each offering a fresh take on Swarovski’s iconic designs.
Millenia introduces a new lilac hue, hand-set in golden fittings, combining classic Rivière silhouettes with modern boldness, reflecting Ariana’s own vibrant individuality.
Idyllia transports viewers to a whimsical garden of crystal flowers and butterflies, showcasing exquisite craftsmanship and a softer, romantic aesthetic.
Dulcis embodies playful energy with caramel-toned resin-based pieces adorned with vivid crystals, designed for bold, layered, and expressive styling.
Chroma offers vibrant, chromatic expressions through its versatile styles. The debut of Chroma Twist stands out as Swarovski’s first collection focused on circularity, featuring at least 50 percent Swarovski ReCreated crystals and 90 percent recycled metal, crafted to allow interchangeable colors and styles for long-lasting wear.
Choose the best and bring elegance into everyday life with Swarovski jewelry.