Top hat, feathers, Swan Lake: Ariana Grande dances in Swarovski's holiday musical
Swarovski has unveiled its holiday campaign "JOY: The Swarovski Musical". Ariana Grande stars in three acts that recall the golden age of the movie musical.
Photo: Ajay Suresh / Wikimedia Commons, CC BY 4.0 (cropped and resized)
Video: YouTube · Swarovski · youtube.com
Crystal maker Swarovski released its 2026 holiday campaign on 27 October. Titled "JOY: The Swarovski Musical", it is, according to the radio station KWIN, a one-minute film modelled on classic Hollywood musicals. In a video on its YouTube channel, the brand shows the film with Ariana Grande in the lead role. According to Schön! Magazine, it was directed by Christian Breslauer, with photography by Mert & Marcus.
The campaign is structured in three acts. According to Schön!, the first is dedicated to Fred Astaire, with Grande wearing jewellery from the Millenia and Vienna lines; according to KWIN, she dances on a grand staircase in a white suit and top hat. The second act is a ballet scene that nods to the dancer Margot Fonteyn, according to Schön!, and to "Swan Lake", according to KWIN; the swan-inspired dress was designed by Swarovski's creative director Giovanna Engelbert herself. In the finale, Grande wears pieces from the Una family, including drop earrings and tennis bracelets.
"The collaboration with Ariana was an absolute dream," Engelbert said, according to Schön!. Swarovski named the singer a brand ambassador in 2024. According to UPI, Grande announced in August that she would step back from public visibility after her "Eternal Sunshine" tour ended in September. The holiday range also includes the 2026 annual ornament, a geometric snowflake with 192 facets.