Ariana Grande Dazzles in Swarovski’s Spring/summer 2025 Campaign
BUCHAREST – May 8, 2024 – The highly anticipated Swarovski Spring/Summer 2025 campaign starring Ariana Grande has been unveiled, showcasing her third consecutive collaboration with the jewelry brand.The campaign, shot by Mert Alas & Marcus Piggott, presents a retro 1960s aesthetic, featuring the singer adorned in pieces from the Millenia collection. Public reaction is mixed, so read on for more.
Ariana Grande Dazzles in Swarovski’s Spring/Summer 2025 Campaign
Swarovski’s advertising strategy, spearheaded by Global Creative Director giovanna Battaglia Engelbert since 2020, continues to capture attention. The brand’s collaboration with photographer Steven Meisel for past campaigns set a high bar. Now, Ariana Grande, who became a global ambassador for the Austrian jewelry brand in June 2024, stars in her third consecutive campaign, the Swarovski Millenia campaign for Spring/Summer 2025.
The Glamour of the 60s
For this campaign, Ariana Grande reunites with photography duo Mert Alas & Marcus Piggott. The portrait series evokes a 1960s aesthetic,showcasing Grande adorned with various pieces from the Millenia collection. The images aim to highlight the timeless elegance of Swarovski crystals.
Did You Know?
Swarovski was founded in 1895 by Daniel Swarovski in wattens, Austria. Initially, the company was known for producing precision-cut crystal glass.
Forum Reactions: A Mixed Bag
Initial reactions to the campaign have been varied, notably concerning grande’s tattoos and their impact on showcasing the jewelry. Online forum members have voiced diverse opinions.
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Some found the choice of Grande as a brand ambassador questionable. One forum member, DK92, stated,
Ariana is the Alicia Vikander of singers. From Craig McDean to Annie Annie Leibovitz, no one can make her look good. Not even the extreme M&M edit that has made even Selena Gomez acceptable. PS: What horrible tattoos!
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Others focused on the prominence of Grande’s hand tattoos.
Choosing someone with such graphic hand tattoos to model for a jewelry brand is a choice I just don’t understand,
commented rivegaucheface. -
Another forum user, tomtakesphotos, disapproved, stating,
All those hand tattoos draw all the focus.
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MModa expressed a preference for previous campaigns, saying,
I prefer the Swarovski campaigns by Meisel. All the jewelry and tattoos in these photographs are way too much.
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Valentine27 questioned Grande’s suitability for the brand’s target audience:
I like Swarovski but having Ariana Grande advertise for the brand is a bad choice. I just don’t think she speaks to the targeted audience.
Pro Tip:
When choosing jewelry, consider how it complements your personal style and any existing tattoos. Balance is key to creating a harmonious look.
A Note of Appreciation
Though, not all feedback was negative. Some appreciated the campaign’s aesthetic and Grande’s portrayal.
Quite frankly, I’ve never seen a bad campaign of Ariana Grande for Swarovski.It’s all vrey glam. Very 60s, and very much in the style of Richard Avedon/Steven Meisel that I cannot help but to love each and every shot!
vogue28
FAQ: Swarovski & ariana Grande’s Partnership
The Swarovski Spring/Summer 2025 campaign featuring Ariana Grande continues to spark conversation, highlighting the brand’s commitment to bold creative choices and its engagement with contemporary cultural figures.
