Ariana Grande Brings Holiday Magic to Life in Swarovski’s New Musical Campaign
Elena holds a Bachelor's in Arts Administration from Columbia College Chicago and has spent the last 4 years covering the vibrant arts scene in Central Illinois. She believes in the power of storytelling through the arts and frequently writes about local artists and cultural events.
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Ariana Grande is bringing music, dance, and holiday glamour together in a new campaign for luxury jewelry brand Swarovski. Unveiled on October 27, the campaign, titled JOY: The Swarovski Musical, features the singer and actress in a one-minute video inspired by classic Hollywood musicals. Grande opens the production wearing a white suit and top hat, performing alongside dancers on a grand staircase. The video moves through several elaborate scenes, including a pink feather-filled setting, a festive dollhouse, and a ballet sequence inspired by Swan Lake. An orchestral soundtrack blends jazz and classical styles as Grande showcases jewelry from Swarovski’s Millenia, Una, Mesmera, and Vienna collections. The campaign continues Grande’s partnership with Swarovski, which named her a global brand ambassador in July 2024. She has since appeared in several promotional projects for the company. The holiday release also follows the conclusion of Grande’s Eternal Sunshine Tour in September 2026.