Danish jewelry brand Pandora is relaunching its âMeâ collection by âtapping into the power of Generation Z energyâ from inspirational artists Addison Rae, Charli XCX, Donte Colley, Beabadoobee and Cecilia Cantarano.
Pandora Me is redefining its jewelry line as a âcollection for designers around the worldâ to empower Gen Z consumers with the desire for personalization and a sense of belonging.
With that in mind, Pandora brought in a cast of savvy digital creators, American musician and actor Addison Rae, British singer-songwriter Charli XCX, Canadian dancer DontÃ© Colley, Philippine singer-songwriter. -British Beabadoobee and influencer and singer Cecilia Cantarano, known as the Italian queen of TikTok comedy.
They will support the launch with a campaign inspired by the world of music and online culture, which includes an exclusive track, âSweatâ by artist Charli XCX, which celebrates individuality. The accompanying video, produced by Hannah Lux Davis, shows the influential artist collective showing their personal modifications of the collection’s jewelry to “best represent who they are.”
Addison’s stylish edition showcases her transformative, DIY style, while Charli XCX’s edition is eclectic, and Cantarano takes a freestyle approach, with layered rings and a mini musical note charm to represent her. love of dance and music. Donte’s look shows off her ‘more is always more’ style mantra, and Beabodoobee shows how she experiments with word connections.
Carla Liuni, Director of Marketing at Pandora, said in a statement: âPandora Me has been reinvented to reflect the identity of the wearer and bring our brand’s DNA and heritage into the future.
âWe know that highly creative and powerful Gen Zs express who they are through music and fashion. . “
Pandora Me Relaunches Campaign with Addison Rae, Charli XCX and Beabadoobee
The collection itself also gets a “whole new attitude,” says Pandora in the press release, offering personalization at heart with multiple style accents with a nod to the “fearless and outspoken voices of Generation Z” .
Pandora Me is all about ‘breaking the rules, defying expectations and being bold’ and offers mono hoop earrings and stackable rings, as well as chunky link bracelets and necklaces that can be personalized with gold accents. style such as additional links with words like ‘freedom,’ ‘dream’ or ‘believe’.
There are also brand new mini pendants featuring flames, smiley face and banana, described by the jewelry brand as “an ironic version of the digital generation’s love for emojis” and new lockets inspired by old ones. mythological symbols.
Commenting on the inspiration behind the collection, Pandora Creative Directors Filippo Ficarelli and Francesco Terzo said: âThe new Pandora Me models were created to reflect the identity of their wearer and bring our DNA and brand heritage into the future. We were inspired by the idea of ââconnecting with a tribe of people driven by the power of imagination and creativity – a community that connects deeply with the world of Pandora.
âWe see the endless possibilities for customizing the collection as a catalyst for self-discovery – it’s about identity, self-expression and telling your personal story.
The Pandora Me line is hand finished, with pieces that include mixed metals in sterling silver, unique metal mixes plated with 14k rose gold and ruthenium, freshwater cultured pearls and vibrant enamels. It will be available in stores and online at pandora.net starting September 30, with prices ranging from Â£ 15 to Â£ 200.