Ariana Grande Oozes Major ’60s Glamour in the Swarovski Spring/Summer 2025 Campaign

The advertising campaigns of Swarovski have been planted very firmly on our radar, ever since Giovanna Battaglia Engelbert made the brilliant upon brilliant decision to enlist Steven Meisel as campaign photographer. Battaglia Engelbert, who has served as the brand’s global creative director since 2020, has also had quite a thing for Ariana Grande. The American singer, songwriter, and Academy Award-nominated actress became a global ambassador for the Austrian jewelry brand in June 2024, and now stars in her third consecutive campaign. Ariana Grande reunites with Mert Alas & Marcus Piggott for the occasion, starring in the Swarovski Millenia campaign for the Spring/Summer 2025 season. For the series of portrait imagery, Grande oozes some major 60s glamour wearing an assortment of pieces from the collection.

“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!” exclaimed DK92 upon first look.

“Choosing someone with such graphic hand tattoos to model for a jewelry brand is a choice I just don’t understand,” rivegaucheface chimed in.

“All those hand tattoos draw all the focus,” disapproved tomtakesphotos.

“I prefer the Swarovski campaigns by Meisel. All the jewelry and tattoos in these photographs are way too much,” commented MModa.

Valentine27 shared: “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.”

Yet not everyone was so disapproving. “Quite frankly, I’ve never seen a bad campaign of Ariana Grande for Swarovski. It’s all very 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!” voiced vogue28.

See more of Ariana Grande for the Swarovski Spring/Summer 2025 campaign and join the conversation, here.