Swarovski's new brand campaign features a multifaceted portrait of Bella Hadid, showcasing the many facets of crystal in the image of a new generation icon. Conceived by Creative Director Giovanna Engelbert and photographed by Mert Alas and Marcus Piggott, the portrait captures the ever-changing brilliance of Swarovski crystal through a variety of stylistic expressions. As the newest face of Swarovski's campaign, Bella Hadid's ever-changing looks make her the campaign's muse, embodying the multidimensional mindset of a fresh fashion ethos: free and fluid dressing that transcends traditional codes. This attitude is embodied in a portrait series inspired by the new generation's casual, effortless relationship with bold crystal jewelry and the glamorous significance of historic jewellery. Swarovski crystals no longer evoke ballroom glamour, but joyous glamour as well. Subtly integrated into the modern wardrobe, crystals have become an everyday tool for self-expression. This evolution is exemplified by the six faces of Bella Hadid, rendered in six colours of crystal jewellery. Like a window into the world of Swarovski, each portrait is framed by a coloured octagonal-cut crystal from the Millenia family, the signature crystal used in the brand's logo and packaging.

"Bella Hadid embodies the unique and transformative attitude of a new global generation. She's a multifaceted personality that defies rules and conventions. From sporty to glamorous, she remains the same woman, the same Bella, with a confidence and authority that perfectly conveys Swarovski's values. Today, crystals are dynamic in everyday wardrobes. Bella is an icon who embodies this state."

– Giovanna Engelbert, Creative Director, Swarovski

"I was already very familiar with Swarovski. It's a truly timeless and iconic brand. I've especially loved the new collections and branding launched over the past two years under Giovanna's creative vision, and I believe Swarovski will lead the way as a contemporary jewelry brand. Jewelry is about expression and celebrating individuality. Swarovski celebrates everyone and represents modern glamour, and I love that."

- Bella Hadid


Featured Colors and Collections
Crystal, with its many facets and expressions, is by its very nature transformative. Like an optical prism, transparent crystal refracts light, revealing a rainbow palette of colors. Swarovski's brand campaign reflects this dynamic and changeable nature of crystal. Each color theme chosen for Bella Hadid's portraits for the campaign was extracted from the crystal's internal colors and was adapted to reflect different aspects of the model's personality and facial expression. The images represent Swarovski crystals, the brand's color codes and different aspects of the collection.

Yellow: "Sporty Bella" focuses on the energetic and vibrant properties of yellow, offering cheerful and positive styling centered around Lucent full-cut crystals that radiate pure sunlight. Bold and bright pieces celebrate color in its most vibrant form. Bella Hadid wears Millenia earrings and necklaces by Harmonia, Millenia and Ortyx.

Pink: "Sweet Bella" reflects the sweet and powerful impact of pink, capturing its bubbly and girly codes. Bella Hadid paired her sassy look with Lucent earrings and ear cuffs, featuring bold octagonal crystal rings—the quintessence of a modern wardrobe—as well as Orbita stud earrings.


Green: "Cool Bella" represents a casual approach to crystal jewelry, inspired by the natural, carefree nature of the color green. Symbolizing growth and process, green embodies new-age values. Pair a cropped hoodie with a green Millenia necklace and bracelet for impactful layering. Here, two Millenia necklaces are joined to create a longer drop chain, showcasing the design's versatility. Styled with Gema earrings, a Lucent bracelet and Millenia clip earrings.

Blue: "Bohemian Bella" embraces the tranquil and soothing color blue with a cool, carefree and free-spirited attitude. It's an effortless look that plays with dress codes and adds a touch of laid-back glamour. Bella Hadid embodies this look by pairing the Millenia bracelet and necklace with Lucent earrings and a ring.


Metallic: “Sunshine Bella” captures the joyous glamour that is at the heart of Swarovski through the artful impact of metallics and pavé stones. Centered around Dextera, a geometric blend of masculine metal and precision-cut pavé, it embodies the dazzling glamour of a sparkling, sun-kissed holiday. Additionally, Bella Hadid offers a light summer layering look with the Millenia necklace, Dextera bracelet and Numina ring.

Clear White: "Glam Bella" is a brave new-age ballroom beauty embodied in glamour. Evolving the classic language of clear crystal jewellery combined with old-world charm, Bella Hadid embodies a statement and confident approach to occasion dressing in the elegant Harmonia necklace and choker. Oversized cushion-cut crystals are set in a setting that creates the illusion of floating stones.



About Swarovski
Swarovski is where magic meets science.
Swarovski united the company around one compelling idea, bringing to life a new world of crystal craftsmanship. Founded in Austria in 1895, Swarovski designs, manufactures, and sells the world's finest crystals, gemstones, Swarovski-branded diamonds and zirconia, as well as jewelry, accessories, crystal objects, and home accessories. Together with its sister companies, Swarovski Optik (optical devices) and Tyrolit (abrasives), the Swarovski crystal business became the Swarovski Group.
Caring for people and the planet has always been a corporate responsibility, deeply rooted in the company's traditional culture. Today, Swarovski is building its sustainability agenda through educational programs and foundations for younger generations. It is committed to promoting human empowerment and protecting natural resources to have a positive impact on society.



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