Swarovski kicks off the holiday season with a bold new campaign led by Ariana Grande, who joined the brand as its global ambassador in July. The campaign, titled “Party of Dreams,” transforms festive celebrations into a shimmering spectacle where jewelry meets fantasy. With creative director Giovanna Engelbert at the helm, Swarovski taps photographers Mert and Marcus to frame Grande in a dream-like narrative that invites fans to embrace the sparkle of the season.
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Set within a nightclub that radiates Swarovski’s signature brilliance, the campaign creates a surreal party atmosphere. Grande glides through the entrance, draped in key pieces from the brand’s “Millenia” and “Matrix Crash” collections, embodying extravagance. The setting is filled with stylish partygoers showcasing Swarovski jewels, creating an opulent atmosphere where every movement reflects light.
Grande’s presence in the campaign feels effortless, adding a fresh sense of fun to the brand’s festive message. “The energy on set was contagious; we were dancing all night, and it felt like no one wanted the party to end”, she reflects in a press statement. The playful energy of the campaign mirrors the singer’s own vibrant spirit, capturing the essence of the holidays as moments meant to be shared.
Engelbert’s direction takes Swarovski’s signature elegance and gives it an edge. The campaign embraces bold colors, architectural jewelry designs, and couture elements, reflecting Grande’s dynamic style. More than just an ambassador, Grande embodies the intersection of music and fashion, positioning Swarovski as a brand in step with contemporary pop culture.
With Ariana Grande leading this bold holiday campaign, Swarovski signals a renewed vision for the festive season, one that emphasizes joy, connection, and a little sparkle. “Party of Dreams” serves as both a celebration and an invitation—an open call to embrace the season’s magic. As the holidays unfold, Swarovski’s message is clear: there’s no better time to shine.
shining bright like a diamond! gorgeous ariana!