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 jewelry families, reimagined in a fantastical new light by McGrath’s makeup artistry as tropical flora and fauna.

Meisel brings to life Swarovski’s iconic jewelry 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.

“Maria-Theresa’s garden rooms are populated from her dreams. They are fantastical spaces painted with murals of exotic flora and fauna from around the globe that would never naturally share the same habitat. In the same way, I wanted to create an enchanted crystal garden that does not exist in nature but still brings the same joy.” 

said Giovanna Engelbert, Swarovski Creative Director

In Swarovski’s enchanted crystalline garden, the jewelry pieces merge and metamorphose into fantasy creatures inspired by tropical fruits and exotic birds and animals, each with their own personalities.

The Metamorphosis campaign is a celebration of the beauty of Swarovski crystals and how they are a catalyst of creativity and joy,” added Engelbert. “Its inspiration is the link between the transformative power of art and the transformative power of jewelry.”

Meisel captures the enchanting characters in a series of mesmerizing images, each embodying the spirit and savoir-faire of Swarovski’s iconic jewelry families and showcasing the joyful magic of crystals.