Swarovski has just shared its holiday campaign with its new ambassador, appointed last June: pop singer Ariana Grande. The crystal specialist’s storytelling borrows many codes from luxury and pop culture to deliver a communication that’s at once entertaining, sophisticated and faceted.
Named Swarovski ambassador last summer, Ariana Grande ‘s Eternal Sunshine, released in March 2024, is her seventh studio album. For the first time, the 31-year-old singer embodies a Swarovski campaign.
In this Party of Dreams, unveiled on Instagram on October 29, the singer-songwriter extols the virtues of the extravagantly designed Millenia collection, dominated by “monochrome colorless crystals ” with faceted shapes reminiscent of diamonds.
The Austrian jeweler has thus gained momentum at a time whenAriana Grande is also starring in the film Wicked, scheduled for release in December. This is a film adaptation of the Broadway hit musical of the same name, itself inspired by Lyman Frank Baum’s children’s novel turned film, The Wizard of Oz. A film event on which the American department store Bergdorf Goodman is already seeking to capitalize.
Monochrome stones and a colorful case
The video, unveiled to coincide with the holiday season, shows a feline Ariana Grande strolling through what looks like a retro nightclub , the shape of both the venue and the doors matching the octagonal design of the Austrian jeweller’s cases. A shape reminiscent of diamond-cut stones. It should be noted, however, that the jeweller is not talking about synthetic diamonds here.
Swarovski’ s aim here is to promote its new Millenia collection, a bold and playful way of convincing an obvious target group: Millennials (born between 1981 and 1995), one of the 376 million fans who follow the singer on Instagram.
The collection features rivers of crystals on choker necklaces and bold bracelets, all “designed to catch the light both on the dance floor and to toast the festive season”.
In the campaign film, the jeweler’s idea was to unveil a multicolored space composed of the four colors of yellow, pink, green and blue. These colorful variations of the Millenia collection recall the inserts seen in the credits of the film Sweet Charity, directed by the master of musical comedy, Bob Fosse (Chicago, All That Jazz…).
The season’s other flagship collection is none other than Matrix – whose name recalls the science-fiction saga by the Wachowski sisters, the first part of which was released in 1999. The Matrix collection is characterized by “precision-cut pieces with fluid shapes inspired by propellers”.
Between Gatsby, Marilyn and Bob Fosse
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Featured Photo: © Swarovski
