US pop icon Ariana Grande is the new brand ambassador for Swarovski , the Austria-based crystal and jewelry company.Grande, aged 31, a Grammy-winning singer, songwriter, and actress, will star in the company's upcoming holiday campaign.
Swarovski, which reported increased sales of $1.99bn in 2023, says it chose Grande as a "powerful advocate for inclusion and empowerment". It describes her a "true style icon".
“I am thrilled to be Swarovski’s Brand Ambassador,” Grande said in a statement. “It’s 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.”
This collaboration will kick off with a holiday campaign later this year, and the global creative director of Swarovski, Giovanna Engelbert, expressed her excitement about the union, saying: “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.”
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