Swarovski is expanding on its “Ignite Your dreams” branding platform with a holiday campaign featuring supermodel Bella Hadid. Centering the Swarovski packaging, the campaign builds on the brand’s new store concept, which launched under creative director Giovanna Engelbert in 2021.
During a commercial shot for the campaign, Hadid explores a world filled with supersized, pastel-hued versions of the brand’s boxes and packaging details with messaging encouraging viewers to “Open the Wonder.” In the campaign video, Hadid first emerges from rose pink Swarovski-branded packaging while wearing a jumpsuit in a matching color, dripping in the brand’s sparkling earrings, necklace strands, chokers, bracelets and rings.
Hadid then encounters larger-than-life jewelry pieces displayed on and around the enormous Swarovski packaging. After the supermodel explores the glittering world and plays with the oversized shimmering pieces, she is shown with her body encrusted in crystals while lying on a bed of the sparklers that are strewn across a platform resembling the brand’s octagonal rose pink box.
The campaign was developed through a partnership between Engelbert and creative agency General Idea, and photographed by Mert Alas and Marcus Piggott.
The refreshed Swarovski brick-and-mortar concept features in-store wall displays in the shape of the brand’s boxes, while the color palette relies on many of the bright pastel hues in pink, green, blue and yellow that are featured in the holiday campaign with Hadid.
“The octagonal Swarovski gift box is a representation of playfulness and preciosity, made to symbolize magic, creativity and desire for the most wondrous gift of the season,” said Ian Schatzberg, CEO of General Idea in a statement. “Beyond the evolution of the established brand spirit, we see the campaign as an opportunity to fully realize their strategic focus and unlock a new iconic element for the brand, using the magic of the holidays to make the Swarovski box famous.”