Ariana Grande has already conquered pop music and movie musicals, so naturally, her next assignment is to pull a top hat from her wardrobe and conquer the luxury jewellery department. The 33-year-old singer went full Broadway leading lady for Swarovski's new holiday campaign, JOY: The Swarovski Musical. Released on Wednesday, 28 October, the one-minute production opens with Grande dressed in a white tuxedo and matching top hat as she emerges onto a grand staircase surrounded by dancers in black coat tails.
Grande's opening look features enough jewellery to ensure the white suit doesn't steal all the attention. She wears layered Millenia necklaces with Vienna earrings, rings and brooches, all featuring clear Swarovski crystals. The outfit kicks off a very literal show for the jewellery house, complete with costume changes, choreography, and several dramatically different versions of its leading lady.
Ariana Grande Tips Her Hat to Fred Astaire
The tuxedo is no random trip into Grande's menswear closet. Swarovski said the opening sequence was designed as a nod to Fred Astaire, the Hollywood dancer whose top hats and tails became synonymous with his legendary success.
Grande wears her own white version, while the dancers around her stick to black. With theatrical holiday magic all around her, she joins the ensemble on the illuminated staircase before the commercial moves on to its next act.
The whimsical assignment is hardly foreign territory for Grande. After playing Glinda in Wicked and Wicked: For Good, she gets another excuse to combine fashion, performance, and a very large stage. This time, however, no bubble, but she certainly still brings that 'toss, toss, leg' energy to the Swarovski stage.
Swarovski reportedly describes JOY as its 2026 grand finale, with Ariana Grande starring in a series of acts featuring its Millenia, Una, Mesmera, and Vienna jewellery families. Global creative director Giovanna Engelbert envisioned the campaign, and Christian Breslauer directed it.
From Top Hats to Tutus
Grande does not stay in her tuxedo for long. Another act trades Fred Astaire for British ballet legend Margot Fonteyn. Grande appears in a tutu while wearing Vienna and Mesmera necklaces, rings, ear cuffs, and a tiara. Swarovski said the sequence takes inspiration from its swan emblem.
Elsewhere, the singer appears in an enormous pink feathered ball gown against emerald green curtains, peers into a miniature yellow Christmas scene and switches into a sheer black ensemble beneath a curtain of crystals.
For her third act, Grande returns to more familiar territory as a pop star, wearing Una jewellery before eventually taking a seat in the audience herself. The final shot finds the singer applauding the spectacle from a theatre chair before giving the camera one last wink.
Grande has served as a Swarovski global brand ambassador since 2024, but JOY might be the partnership's most dramatic outing yet. Apparently, when Swarovski calls something a musical, they need a wickedly good artist to star in it. Top hat on. Curtain up.
