Swarovski presents its new brand campaign by fashion photographer Steven Meisel, conceived by Creative Director Giovanna Engelbert and brought to life by the visionary styling of makeup artist Dame Pat McGrath.
Entitled Metamorphosis, the campaign is a celebration of joyful self-expression and the transformative power of crystals. It features a series of otherworldly creatures representing Swarovski’s Florere, Idyllia, Gema, Dextera, and Millenia jewellery families, reimagined in a fantastical new light by McGrath’s makeup artistry as tropical flora and fauna.
Meisel brings to life Swarovski’s iconic jewellery designs in four unique portraits embodying the personalities of the Butterfly, Parrot, Pineapple and Turtle, each character a testament to joyful extravagance and the wonder of the natural world.
The campaign draws on Swarovski’s Austrian heritage for inspiration, taking its cues from the magical garden rooms created by Empress Maria-Theresa at Vienna’s Schönbrunn Palace in the Eighteenth Century.
In Swarovski’s enchanted crystalline garden, the jewellery pieces merge and metamorphose into fantasy creatures inspired by tropical fruits and exotic birds and animals, each with their own personalities.
Meisel captures the enchanting characters in a series of mesmerising images, each embodying the spirit and Savoir-Faire of Swarovski’s iconic jewellery families and showcasing the joyful magic of crystals.
From egg to caterpillar to chrysalis, butterflies undergo one of nature’s most extraordinary transformations. After escaping its chrysalis, the butterfly is free to flutter from flower to flower, its delicate new wings opening up a world of possibilities. In the golden heart of Swarovski’s garden, The Butterfly emerges from the Florere family, free-spirited and fearless. In a dazzling display of blush pink and warming yellow, Florere’s crystal-adorned petals bloom brightest on sparkling cocktail rings and exquisitely embellished studs. A beautiful homage to self-expression, The Butterfly emboldens wearers to discover enchanting new worlds, where excitement awaits.
The parrot symbolises power and individuality. Uniquely expressive in the bird world, it is a supremely sociable and adventurous soul. Swarovski’s Parrot captivates with its glittering gaze. Originating from the Idyllia family with a rebellious energy and a punk soul, this unapologetically bold character displays extraordinary confidence. Fiery red and yellow custom-cut crystals captivate, exuding wit and imagination. With its irreverent spirit and abundant curiosity, Swarovski’s Parrot is a gateway to experimental realms gilded with glamour.
Starting life as a small shrub with individual flowers, the pineapple morphs into a delectable tropical fruit, its spiky outer shell concealing a luscious interior. Swarovski’s Pineapple is a testament to the transformative power of nature, and the pleasure of the unexpected. Symbolising opulence, The Pineapple is inspired by the Idyllia family, its sharp lines and bold angles radiating geometric brilliance resplendent in rich green and gold.
The turtle represents longevity and, with a unique shell architecture, undergoes its own metamorphosis from inert to meditative and mesmerising. Exuding strength, tranquility, and a beguiling stillness, Swarovski’s Turtle is inspired by the Millenia family, turning heads, and hypnotising with its shimmering greens and pops of pink. A sublime ode to enduring elegance.
Masters of Light Since 1895
Swarovski creates beautiful crystals-based products of impeccable quality and craftsmanship that bring joy and celebrate individuality. Founded in 1895 in Austria, the company designs, manufactures and sells the world’s finest crystals, gemstones, Swarovski Created Diamonds and zirconia, jewellery, and accessories, as well as objects and home accessories. Swarovski Crystal Business has a global reach with approximately 2,400 stores and 6,700 points of sales in over 150 countries and employs more than 18,000 people. Together with its sister companies Swarovski Optik (optical devices) and Tyrolit (abrasives), Swarovski Crystal Business forms the Swarovski Group. A responsible relationship with people and the planet is part of Swarovski’s heritage. Today this legacy is rooted in sustainability measures across the value chain, with an emphasis on circular innovation, championing diversity, inclusion, and self-expression, and in the philanthropic work of the Swarovski Foundation, which supports charitable organisations bringing positive environmental and social impact.