Majors

Pandora Taps Gen Z Star Addison Rae for Ad Campaign

MajorsSep 28, 2021

Pandora Taps Gen Z Star Addison Rae for Ad Campaign

It also features Charli XCX.

20210928_Pandora-1.jpg
Gen Z’s most popular member, TikTok-er turned recording artist, and actress Addison Rae is one of the faces of Pandora’s new campaign out this week.
New York—Do you know who Addison Rae is?

How about Charli XCX? Donte Colley? Beabadoobee? Cecilia Cantarano?

If you can only identify two or fewer of this group, it’s safe to say you aren’t Pandora’s target demographic for its latest campaign.

To fête the relaunch of the “Pandora Me” collection, the Danish jewelry company has announced the “Pandora Me Collective,” comprising the aforementioned names.

20210928_Pandora-6.jpg
Beabadoobee, Addison Rae, and Charli XCX star in Pandora’s new advertising campaign, with a video directed by Hannah Lux Davis.

At 29 years old, British singer/songwriter Charli XCX is the oldest of the group with the most legitimate entertainment chops.

She’s penned a number of hit songs, originally catching the attention of the recording industry more than a decade ago with the tracks she’d post to her MySpace account.

She has since reached Top 40 stardom with her electropop sound and collaborated with oodles of other musicians, most notably Iggy Azalea on the 2014 song “Fancy,” which reached No. 1 on the Billboard Hot 100 list.

20210928_Pandora-2.jpg
Charli XCX, a songwriter who pens hits for herself and other artists, is the new Pandora campaign’s only millennial ambassador.

For Pandora, the musician has recorded a song called “Sweat,” featured in the Me Collection campaign video, directed by renowned music video director Hannah Lux Davis, known for her highly stylized work.

The campaign, which also features still photography to be shared across Pandora’s digital channels and store fronts, is all about creators, and features each member of the “Me Collective” in their own personal jewelry edit.

When it comes to creators, there’s hardly a bigger get than TikTok star and almost 21-year-old Addison Rae, who has parlayed her fame on the Gen Z-centric social media platform to release music and star in the recent film “He’s All That.”

Her fame has become so widespread that she was recently in attendance at the Met Gala, an event known for its exclusivity, and is currently sitting front-row at Milan Fashion Week.

Cecilia Cantarano, who turned 21 this year, is her Italian equivalent, with a fan base relative to the country’s population.

20210928_Pandora-3.jpg
Each influencer in the new Pandora campaign wears their own personal selection of pieces from the relaunched Me collection. Pictured is Italian TikTok star Cecilia Cantarano.

Donte Colley is a 24-year-old Canadian who danced his way to well over 800,000 Instagram followers via videos that show him relaying both his moves and positive messages. (Speaking of the Met Gala, the creator was recently in a special promotional video for the event.)

20210928_Pandora-4.jpg
Donte Colley

Lastly, Beabadoobee is the stage name of a 21-year-old Filipino-British singer/songwriter who critics compare to a 1990s coffee house-style musician, and who, appropriately, rose to fame for her 2020 song “Coffee.”

20210928_Pandora-5.jpg
Beabadoobee

The Pandora Me collection will be available online and in-store Thursday, Sept. 30, with the campaign set to debut concurrently. 

 Related stories will be right here … 

The Latest

Robinson Pelham Fruits of Love Pear Earrings
CollectionsJun 13, 2025
Piece of the Week: Robinson Pelham’s Pear Earrings

Take a bite out of the 14-karat yellow gold “Fruits of Love Pear” earrings featuring peridots, diamond stems, and tsavorite leaves.

Three diamonds with diagrams
Events & AwardsJun 13, 2025
AGA to Host ‘Diamonds From Mine to Market’ Education Conference

The one-day virtual event will feature speakers from De Beers, GIA, and Gemworld International.

Ella Sophie
EditorsJun 12, 2025
15 Questions With Jewelry Photographer Ella Sophie

The California-based creative talks jewelry photography in the modern era and tackles FAQs about working with a pro for the first time.

an instructor and a student in a bench jewelry classroom
Brought to you by
Investing in the Next Generation of Bench Jewelers

The Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.

A pink gold Patek Philippe perpetual calendar chronograph Ref. 2499
AuctionsJun 12, 2025
Vintage Patek Philippe From the ‘50s Sells for $4M at Sotheby’s

Al Capone’s pocket watch also found a buyer, though it went for less than half of what it did at auction four years ago.

Weekly QuizJun 12, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Gabriel Love Foundation Logo
Events & AwardsJun 12, 2025
Gabriel Love Foundation Introduces Scholarship Honoring Elias Gabriel

The foundation has also expanded its “Stronger Together” initiative with Jewelers for Children.

Celine Assimon
AuctionsJun 12, 2025
Former De Beers Exec Celine Assimon Joins Bonhams

Assimon is the auction house’s new chief commercial officer.

Jewelers of America logo with meetup, State of the Majors, giveaway and massages
Brought to you by
Jewelers of America is Headed to Las Vegas for JCK 2025

The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.

De Beers CEO Al Cook speaking at JCK Las Vegas 2025
EditorsJun 11, 2025
Q&A: Al Cook on Differentiating Natural Diamonds, Traceability, and Tariffs

The De Beers Group CEO discusses the company’s new “beacon” program, the likelihood diamonds will be exempt from tariffs, and “Origin.”

Tiffany Stevens
GradingJun 11, 2025
Tiffany Stevens Exits IGI, Lab Appoints New Board Leader

Industry veteran Anoop Mehta is the new chairman and independent director of the IGI board.

Lee Min Seo and Ianyan Jewelry
Events & AwardsJun 11, 2025
Kering Announces Winners of Sustainability-Focused Award

The winners of the inaugural “Kering Generation Award x Jewelry” are student Lee Min Seo and China-based startup Ianyan.

De Beers desert diamonds
SourcingJun 10, 2025
De Beers Turns to Brown, Yellow Diamonds for New ‘Beacon’

“Ombré Desert Diamonds” will emphasize cream-, champagne-, and brown-colored diamonds, shades that set natural stones apart from lab grown.

Gresham grasshopper ring
AuctionsJun 10, 2025
Noonans to Auction 16th-Century Signet Ring

It's one of the “Gresham grasshopper” rings English financier Sir Thomas Gresham was known to gift to acquaintances or business associates.

Mary Chiam
CollectionsJun 10, 2025
Tabayer Names Mary Chiam as CEO

The brand also debuted its new “Zorae” collection featuring a talisman of protection and harmony inspired by a sheaf of wheat.

Lunar Rain cat locket
Events & AwardsJun 09, 2025
And the Winners of the 2025 Couture Design Awards Are …

Designers were recognized in 12 categories, from platinum to pearls, before the evening ended with a new, retail-focused award.

Nancy Astor tiara
AuctionsJun 09, 2025
Nancy Astor’s Cartier Tiara Sells for $1.2M

The rare turquoise and diamond jewel was the top lot at Bonhams’ June jewelry sale.

2025 National Jeweler Retailer Hall of Fame inductees
IndependentsJun 09, 2025
Here Are the 2025 Retailer Hall of Fame Inductees

This year’s honorees include a Midwest retailer and two multi-store independents, one in New York and the other in New England.

2025 CASE Award Submission Graphic
Events & AwardsJun 09, 2025
CASE Awards Now Accepting Entries For 2025

The deadline to submit is June 16.

RDI Diamonds and Lavalier Personal Jewelry Insurance Logos
MajorsJun 09, 2025
RDI Diamonds Partners With Lavalier

The diamond wholesaler is working with the insurance provider to seamlessly offer personal jewelry insurance to RDI retailers’ clients.

Harwell Godfrey Granny Square Eleanor Necklace
CollectionsJun 06, 2025
Piece of the Week: Harwell Godfrey’s ‘Granny Squares Eleanor’ Necklace

As an homage to iconic crochet blankets, the necklace features the nostalgic motif through a kaleidoscope of cabochon-cut stones.

 Laura Gallon Joaillerie “Dynasty” ring, Bijules “Compass” bolo tie, Löf “The Orbitalis” ring
Events & AwardsJun 05, 2025
The 12 Fresh Faces in Couture’s Design Atelier

Discover the dozen up-and-coming brands exhibiting in the Design Atelier for the first time.

Jack Abraham The Royal Ruby Collection
SourcingJun 05, 2025
A Rare Suite of Rubies Has Arrived in Las Vegas

The “Royal Ruby” Collection is a quintet of untreated rubies curated by collector Jack Abraham.

Daymond John
Events & AwardsJun 05, 2025
Daymond John to Give Keynote at JCK Las Vegas

The entrepreneur and “Shark Tank” star will share his top tips for success.

Vaishali Banerjee and Pallavi Sharma
MajorsJun 05, 2025
Platinum Guild International Updates Leadership Team

Two existing executives have been given new roles.

Meredith Tiderington
Events & AwardsJun 05, 2025
Zillion Announces 'Women in STEM' Scholarship Recipient

Meredith Tiderington, an electrical engineering student, was selected for the award.

The Gemological Institute of America’s logo
Lab-GrownJun 04, 2025
GIA Reverting to More General Terminology for Lab-Grown Diamonds

It will quit assigning the stones specific color and clarity grades in favor of applying “new descriptive terminology.”

Exterior of the Venetian and the Las Vegas Sphere
Events & AwardsJun 04, 2025
As JCK Talks Returns, Don’t Miss These 12 Sessions

From design trends to sustainability, here’s a roundup of can’t-miss education sessions at JCK Las Vegas.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy