FinancialsFeb 05, 2025
Pandora Posts Double-Digit Growth After Strong Holiday SeasonMajorsFeb 27, 2025
Winona Ryder, Iman Star in New Pandora Campaign
The Danish jeweler released the next chapter of its “Be Love” campaign, which celebrates love in all its forms.
Actress Winona Ryder (left) and supermodel Iman star in the next chapter of Pandora’s “Be Love” campaign.
Copenhagen, Denmark—Pandora is adding some new famous faces to the next chapter of its “Be Love” campaign.
The Danish jewelry giant has welcomed actress Winona Ryder and supermodel Iman.
The ads will also feature models Vittoria Ceretti, Mica Argañaraz, Karen Elson, He Cong, Elisabetta Dessy, and Ugbad Abdi.
The campaign embodies the transformative power of love and what it brings to our everyday lives, said Pandora, and celebrates jewelry that shows the power of storytelling with love at its core.
“The campaign captures the essence of love in all its forms. It’s a celebration of how love transcends occasions, relationships, and even holidays,” said Pandora.
For Ryder, love is about compassion and emotional availability.
“It’s really to listen and to try and be as understanding as possible,” she said. “Seeing things through a different perspective, that represents love to me. It's just a profound way to experience it.”
The Danish jewelry giant has welcomed actress Winona Ryder and supermodel Iman.
The ads will also feature models Vittoria Ceretti, Mica Argañaraz, Karen Elson, He Cong, Elisabetta Dessy, and Ugbad Abdi.
The campaign embodies the transformative power of love and what it brings to our everyday lives, said Pandora, and celebrates jewelry that shows the power of storytelling with love at its core.
“The campaign captures the essence of love in all its forms. It’s a celebration of how love transcends occasions, relationships, and even holidays,” said Pandora.
For Ryder, love is about compassion and emotional availability.
“It’s really to listen and to try and be as understanding as possible,” she said. “Seeing things through a different perspective, that represents love to me. It's just a profound way to experience it.”
The first “Be Love” campaign debuted last February, starring Selma Blair, Chloe Bailey, and Halle Bailey.
The holiday campaign extension features the Bailey sisters, Pamela Anderson, who also starred in its “Diamonds for All” lab-grown diamond campaign, and models Agyness Deyn and Jocelyn Corona.
The jewels showcased in the campaign were designed to be wearable expressions of love, said the brand.
Highlights include the “Be Love” heart charm in sterling silver, which can be engraved with dates, initials, or symbols.
There’s also a new addition to the “Pandora Essence” collection, which reimagines jewelry staples. The “Organically Shaped” bangle in plated 14-karat gold is a modern, minimalist take on the classic heart motif, said Pandora.
Pandora’s new “Organically Shaped” bangle in plated 14-karat gold ($250) alongside the matching ring ($125)
There is also a UNICEF charm, which celebrates the strength and power of women.
Pandora said it partners with UNICEF to provide opportunities for education and a brighter future to young people, especially girls.
The campaign was shot by Fabien Baron and Craig McDean, with product photography by Raymond Meir.
Pandora posted double-digit growth in its recent fiscal year results following a strong holiday season.
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