Swarovski has named Ariana Grande its newest brand ambassador in a campaign that fuses the pop star’s fashion-forward image with the Austrian crystal house’s identity.
The Thank U, Next singer will be featured in Swarovski’s 2024 holiday campaign, as well as its global creative campaigns, coinciding with the release of her seventh album, Eternal Sunshine, and her role as Glinda in the upcoming Wicked musical film.
“I am so honored to be the face of Swarovski, a house that truly celebrates individuality and self-expression,” said Grande in a statement. “Giovanna and the Swarovski team bring such artistry to the world of crystal, and I’m thrilled to collaborate with them and to represent a brand with such a rich legacy and a brilliant future.”
Giovanna Engelbert, Swarovski’s global creative director, echoed the excitement:
“Ariana embodies the spirit of Swarovski—she’s a multifaceted talent who exudes creativity, confidence, and joy. We’re proud to collaborate with her and can’t wait to share what we’ve created together.”
This partnership aligns with Swarovski’s evolving brand strategy, which focuses on merging its historic craftsmanship with pop culture relevance, tapping into Grande’s global fanbase and fashion influence.
Grande joins the ranks of other Swarovski ambassadors and collaborators who have included Rosé from BLACKPINK, Bella Hadid, and Penélope Cruz, all aimed at refreshing the brand’s image for a new generation.
The Swarovski x Ariana Grande collaboration will include a full visual and video campaign, launching globally in the coming months.