London: Swarovski has partnered with Ariana Grande to launch a new jewellery line inspired by Old Hollywood. The collection, featuring 16 pieces, showcases a blend of classic elegance and modern music, marking a pivotal moment in luxury jewellery’s evolving landscape.
Swarovski has unveiled its inaugural jewellery collection in collaboration with brand ambassador Ariana Grande, showcasing the enchanting theme of ‘Old Hollywood’. This exciting launch, which coincides with the ongoing shifts in the luxury jewellery sector, marks a significant step in the brand’s strategy to align itself with notable figures in the entertainment industry.
The partnership with Ariana Grande was first announced in July last year, and since then, the anticipation has been building among fans and jewellery enthusiasts alike. The new Ariana Grande x Swarovski collection comprises 16 distinct products, integrating the classic allure of Old Hollywood with the contemporary essence of music and self-expression.
Among the items featured in the collection are a distinctive tiara, a heart pendant, and clip earrings, all adorned with the crystals for which Swarovski is widely recognised. Giovanna Engelbert, Swarovski’s global creative director, elaborated on the collaborative inspiration, stating, “Our starting point was music, which naturally evolved into the themes of violin keys and hearts.” Engelbert further expressed her artistic vision, saying, “I wanted to merge Swarovski’s heritage of craftsmanship with Ariana’s vibrant spirit, creating a collection that resonates with lovers of music and elegance worldwide.”
The marketing campaign accompanying the launch features Grande in striking black and white photography that evokes the timeless glamour of iconic actress Audrey Hepburn, reinforcing the collection’s homage to classic cinematic elegance. Grande shared her enthusiasm for the project, stating, “I’m thrilled to continue my creative journey with Swarovski by bringing my love for music and self-expression to this shining jewellery collection, co-designed with Giovanna.” She added, “I can’t wait for everyone to discover their unique sparkle and enjoy these beautiful pieces as much as I do.”
The Ariana Grande x Swarovski collection was officially released on a global scale on 30 January, widening its accessibility to customers eager to embrace the blend of luxury and artistic collaboration. This collection not only underscores Swarovski’s commitment to high-profile partnerships but also reflects an evolving landscape in the jewellery industry where celebrity-driven collaborations are becoming increasingly prevalent.
Source: Noah Wire Services
