Pandora has unveiled its 2024 holiday campaign, the next chapter of its Be Love initiative, now featuring brand ambassadors Pamela Anderson, Chloe and Halle Bailey and models Agyness Deyn and Jocelyn Corona.
“Beyond their roles as brand ambassadors, we chose these individuals to star in this campaign specifically, as we feel they each embody the exact emotion and feeling we wanted Be Love to represent this holiday season,” said Erin Matson, vice president marketing, Pandora North America. “Our ambassadors are public figures who uphold the shared idea of love in all forms, and who value quality, beauty and sustainability in their jewelry. Icon Pamela Anderson embodies self-love and serves as a powerful force in today’s society, reminding us that gifting to others can also be an act that makes you feel good, too. Meanwhile, the dynamic sister duo of Chloe and Halle Bailey perfectly represents the essence of this campaign, which celebrates the bonds we share with our loved ones.”
The images, which roll out Thursday, aim to focus on encouraging thinking beyond traditional gifting and transforming it into something more meaningful, the Danish brand said in a statement, fostering moments of shared connection, thoughtfulness, and understanding, uniting people through the transformative power of love.
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Alongside the latest image roll out. Pandora expands its full collection of jewelry with inspiration from the season’s themes and everything from celestial-inspired designs to iconic symbols of holiday magic.
“This collection is all about themes of light and love, so we wanted these celestial-inspired designs and iconic symbols of holiday magic and love, like the Be Love Heart, to really shine through within the campaign imagery. The bow items are not only on trend but are also a playful holiday symbol. We carefully curated this collection to showcase our pieces made from sterling silver, 14-karat gold, hand-blown Murano glass and lab-grown diamonds” Matson explained.
Pandora creative directors A. Filippo Ficarelli and Francesco Terzo added, “We wanted to capture the festive, joyful mood of the season by tapping into the power of light in all its expressions.”
The campaign and collection debut globally Thursday.
