Luxury jewelry brand Swarovski is bringing unprecedented glamour and sophistication to the festive season, with global ambassador Ariana Grande at the helm of its Holiday 2024 campaign.
Photographed by Mert Alas & Marcus Piggott and directed by Christian Breslauer, the campaign transforms a luxurious nightclub setting into a dazzling showcase for Swarovski’s artistic vision. Global Creative director Giovanna Engelbert orchestrated an environment in which guests adorned in crystal represent different decades of style, creating an atmosphere of timeless celebration.
“I had the pleasure not only to create the most fabulous party ever, but also to do it with the incredible Ariana Grande,” shared Engelbert. “We had an absolute blast bringing my vision to life. Watching her embrace the joyful, contemporary glamour of Swarovski has been both an honor and pure joy.”
The campaign features the Grammy-winning artist wearing pieces from the Millenia and Matrix Crash collections, complemented by a specially designed couture ensemble. The setting features a gathering of guests, each wearing Swarovski jewels and couture pieces, representing a celebration of individuality and self-expression.
Grande herself expressed her excitement about the collaboration: “Celebrating at the Party of Dreams, surrounded by the coolest, most glamorous guests decked in Swarovski jewels, was an unforgettable experience. I love how the campaign captures the festive spirit, and the film’s dynamic music video style brings it all together. The energy on set was contagious – we had so much fun dancing that no one wanted to go home! It’s great to bring some joy and sparkle this Holiday Season, and I’m thrilled to continue this journey with Swarovski.”
The Holiday 2024 campaign presents a fresh interpretation of the holiday season, moving away from traditional festive imagery to a more contemporary expression of luxury and celebration. The nightclub setting glows with Swarovski‘s signature colors, creating an environment where crystal meets contemporary culture.
