Swarovski has launched a collection with its brand ambassador Ariana Grande and is backing it with high-profile pop-ups in leading stores around the world.

It’s a significant move for the jewellery label that’s best known for operating its own stores. 

It’s also the first creative collab with Grande, who has a high profile in normal time but is currently even more in the news after her Oscar nomination for her role in Wicked.

Grande worked with Swarovski global creative director Giovanna Engelbert on the 16-piece collection that “celebrates the joy of self-expression and is inspired by a deep love of music, reflected in musical notes and hearts”.

The collection “translates musical symbolism into delicate yet striking pieces that put the shining beauty of clear crystals and delicate crystal pearls centre stage”.

There are bracelets and earrings inspired by musical notes, a tiara, and a showpiece heart pendant. 

In the accompanying black and white campaign shot by fashion photographers Mert and Marcus, we’re told “Ariana radiates pure star power, evoking the glamorous allure of Old Hollywood”.

As mentioned, the collection has just launched with a series of pop-ups, including one in Harrods that’s in a prime spot just as visitors enter via door 9.

It’s also in the key Paris department store Galeries Lafayette, plus Mall of the Emirates in Dubai as well as dedicated activations in key cities such as New York, Tokyo, and Milan.