Pandora has launched the next chapter of its powerful BE LOVE campaign, continuing its message that love, when expressed, can be transformative. This year, the brand brings together an iconic cast of personalities, including actress Winona Ryder, supermodel Iman, and others, to showcase how love can be celebrated through jewelry. The campaign highlights Pandora’s most iconic pieces, each telling a unique story with love at its core.
For Winona Ryder, love is about compassion and emotional presence. She explains, “It’s really about listening and being as understanding as possible. Seeing things from a different perspective—that’s what love means to me. It’s a profound way to experience it.”
The jewelry featured in the BE LOVE 2025 campaign represents wearable expressions of love.
Key pieces include:
BE LOVE Heart Charm: A sterling silver charm, customizable with engravings like dates, initials, or symbols. As Pandora’s leader in charms, it adds a personal touch to any collection.
Pandora ESSENCE Organically Shaped Heart Bangle: A new addition to the popular ESSENCE collection, this 14k gold-plated bangle offers a modern, minimalist twist on the classic heart design.
The UNICEF Charm: A contemporary reinterpretation of feminine strength, this charm celebrates womanhood. Through its partnership with UNICEF, Pandora supports young people, especially girls, by providing educational opportunities and encouraging others to contribute to the cause.
In addition to Iman and Winona Ryder, the BE LOVE campaign introduces new faces like models Vittoria Ceretti, Mica Arganaraz, Karen Elson, He Cong, Elisabetta Dessy, and Ugbad Abdi. Shot by renowned photographers Fabien Baron and Craig McDean, with product photography by Raymond Meir, the campaign captures the essence of love in its many forms—transcending relationships, occasions, and even holidays.
As Pandora’s BE LOVE campaign evolves in 2025, it celebrates the numerous ways love enriches our lives. Whether through gifting meaningful jewelry, supporting charitable collaborations, or embracing sustainable Lab-Grown Diamonds, BE LOVE serves as a reminder of love’s impact in our daily lives.
About Pandora
Pandora is the world’s largest jewelry brand, known for its hand-finished jewelry crafted from high-quality materials. The company empowers individuals to express their personal style through its customizable pieces. Established over 40 years ago in Copenhagen, Denmark, Pandora now operates in more than 100 countries. Committed to sustainability, Pandora sources recycled silver and gold for all its jewelry and aims to reduce greenhouse gas emissions across its value chain by 50% by 2030.
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