EXCLUSIVE: Swarovski Taps Ariana Grande as Brand Ambassador
MILAN — Swarovski may not be putting “7 Rings” on Ariana Grande, but it’s bonding with the American pop icon, singer and actress, who has been named its brand ambassador.
Grande’s first appearance in the role will be unveiled at the end of October with Swarovski’s holiday campaign.
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“Ariana’s charisma and positive energy resonate with Swarovski’s essence of bringing joy to the world and I am thrilled that she is joining us as brand ambassador,” said Giovanna Engelbert, global creative director of Swarovski. “Ariana is a brilliant artist whose creativity shines through her songwriting and vocal performances as well as her personal style. I look forward to engaging in inspiring creative dialogues together.”
An advocate for inclusivity and women’s empowerment, animal rights, mental health, and gender, racial and LGBTQIA+ equality, the Grammy Award-winning artist is known for her four-octave vocal range and whistle register. Her 2019 album “Thank U, Next” delivered two Billboard Hot 100 number-one songs with its title track and “7 Rings,” making Grande the first solo artist to simultaneously occupy the top three positions on the chart.
Grande launched her cosmetics brand R.E.M. Beauty in 2021, following a fragrance venture that debuted in 2015. Last year she launched Cloud Pink, the newest variation from Grande’s Cloud perfume family as part of her ongoing partnership with Luxe Brands.
Grande said she was “thrilled” about being Swarovski’s brand ambassador and that it was “an honor to represent a house that shares my passion for creativity, pushes the boundaries beyond the world of jewelry and promotes values of unapologetic self-expression. I cannot wait to embark on this journey and to inspire others to embrace their own unique sparkle.”
Previous brand ambassadors ranged from Bella Hadid to Karlie Kloss.
Since her arrival at Swarovski in 2020, Engelbert has worked to elevate the perception of the brand, further extending the collaborations — including a major co-branding with Kim Kardashian’s Skims last year — and developing the lab-grown diamonds collections, entering the luxury sphere. She drove Swarovski’s embrace of a bolder and more colorful aesthetic, attracted younger customers without betraying its loyal and established ones and refreshed the brand’s retail network with new stores and flagships in key global cities including Shanghai, Zurich, New York and Seoul.
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