Ariana Grande is back in her Swarovski bag—quite literally sparkling—as the face of the brand’s Spring-Summer 2025 campaign. Wearing Swarovski exclusively throughout her Wicked press tour and awards season appearances, the partnership is going strong, and in its latest chapter, Ari is taking us on a journey through a Mathemagical world where light, colour, and unapologetic self-expression reign supreme.

This marks Ariana’s third campaign with the House, and if her previous turns were dipped in Old Hollywood glam and festive fantasy, this time she’s embracing a whole new vibe—rooted in the crisp pop aesthetic of the 1960s. Think high-cropped coifs, dreamlike makeup, and light-bending jewellery that dances with every frame. Photographed by the iconic duo Mert and Marcus, the visuals are just as dramatic and dazzling as you’d hope.

Creative Director Giovanna Engelbert has a knack for turning crystal into couture, and she’s using the brand’s 130th anniversary to double down on a bold new vision of jewellery culture—one that’s “high-impact, fresh, and sharp.” With Ariana as her muse, the message lands beautifully: jewellery should be expressive, transformative, and above all, fun.

The collection itself is bursting with vibrant colour and whimsical energy—crystal cuffs, drop earrings, sculptural chokers—that reflect both Ariana’s playfulness and Swarovski’s legacy of craftsmanship.