
Swarovski 2024 Holiday Campaign Ariana Grande - Photos: Mert and Marcus
Swarovski launches campaign titled “Dream Party.” This extravagant and sparkling celebration features none other than Ariana Grande, the Grammy-winning pop star and global ambassador for the brand.
“Celebrating at the Dream Party, surrounded by the coolest and most glamorous guests wearing Swarovski crystals, was an unforgettable experience. I loved how the campaign captures the festive spirit, and the 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 leave! It’s wonderful to bring joy and sparkle to this holiday season, and I’m excited to continue this journey with Swarovski,” adds Ariana Grande.

Swarovski 2024 Holiday Campaign Ariana Grande - Photos: Mert and Marcus
Hooks Magazine: Ariana, this campaign has a cinematic and vibrant concept. How was it for you to be part of this universe created by Swarovski?
Ariana Grande: It was incredible! I loved how Swarovski managed to blend tradition with something fresh and modern. The energy on set was so intense that it felt like a real celebration. I truly felt like I was part of a dream filled with sparkle and style.
The campaign, directed by Swarovski’s global creative director, Giovanna Engelbert, was captured by renowned fashion photographers Mert and Marcus, with vibrant scenes filmed by music video director Christian Breslauer. Together, they brought Engelbert’s vision to life, creating a glamorous universe that combines the festive spirit with the essence of the brand.

Hooks Magazine: Inclusion and self-expression are strong themes in this campaign. What does this message mean to you?
Ariana Grande: I think it’s essential for brands to celebrate individuality and encourage people to shine in their own way. Swarovski did this beautifully, bringing together different styles and personalities in this amazing party. It’s all about being authentic, confident, and shining without fear!
In the campaign, Ariana steps into a magical night filled with crystals, where the nightclub setting shines with the characteristic colors and codes of Swarovski. Dressed in radiant pieces from the Millenia and Matrix Crash collections, along with a couture look specially designed for the occasion, Ariana exudes joy and the festive spirit of the holiday season.

Hooks Magazine: Ariana, if you could describe Dream Party in just a few words, what would they be?
Ariana Grande: Glamour, joy, self-expression, and, of course, lots of sparkle!
The campaign also celebrates inclusion and self-expression, featuring dancers and guests adorned in haute couture outfits and crystals that pay homage to iconic party styles. With every detail, the “Dream Party” invites the audience to immerse themselves in a world where individuality is celebrated, and tradition is reimagined with a contemporary twist.
“Seeing Ariana embrace the contemporary glamour of Swarovski has been a joy and a dream come true,” shares Giovanna Engelbert. “Creating the most fabulous party with Ariana was an honor, and the result is pure festive exhilaration. This is a celebration filled with pop culture, creative energy, and a shared passion for spreading happiness this holiday season. Everyone is invited to our Dream Party!”

Amidst dancing, sparkle, and a touch of magic, Swarovski’s “Dream Party” not only illuminates the end of 2024 but reinforces the message that glamour and joy are within everyone’s reach. With this campaign, Swarovski invites everyone to be inspired and celebrate the holidays with elegance and a touch of fantasy.

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