PARIS — Pandora is looking to the stars for its latest designs, expanding its Talisman collection with zodiac motifs and a new campaign led by American model Alex Consani, which drops Thursday.
Introduced last year, the collection “signaled where we wanted to go from a design point of view, really dialing up storytelling and self-expression,” chief marketing officer Jennie Farmer told WWD. “We wanted to come back one year after launch with something that added more layers to that storytelling.”
The new drop leans further into medallions featuring zodiac signs and chain necklaces as well as new articulated flip rings, playing on mixed metal, textured finishes such as inscriptions, stones or fragments of man-made mother-of-pearl.
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Pandora creative directors Francesco Terzo and A. Filippo Ficarelli described the new pieces as “imperfectly beautiful” and “quiet affirmations, whispered reminders of strength, hope and destiny.”
Out of 34 new Talisman designs, 22 are zodiac-themed and throughout, mantras such as “Through hardships to the stars” are meant as “a poetic tapestry — a hymn to life and the values we carry forward.”
For Farmer, adding star signs to the collection ties into a greater interest in self-expression through jewelry.
“We’ve seen a lot of interest from consumers, especially Gen Z, in really telling stories about their own identity and we felt bringing your star sign into [the mix] was another layer to that,” the executive said.
“The great thing about Talisman actually is you can mix and match it so it’s still in essence a charm,” she continued. “It’s bringing in that customer who’s looking for something that has meaning, has storytelling, but also has a bolder look.”
Reversible rings, for example, also reinforce Pandora’s desire to “infuse the idea of personalization across all aesthetics,” according to Farmer.
Engraving also has a large role. The CMO said the offer was “a phenomenal success,” as evidenced by festival pop-ups in Germany over the summer where consumers flocked to get their pieces personalized, particularly with astrological motifs.
Bringing this second chapter to life with Consani is “a good signal of where we’re going as a brand,” Farmer said.
The American model fit the bill for the creative studio’s desire to work with “someone who they thought was a real character, someone who could really talk about self-expression in a genuine way,” she added.
Consani appears alongside fellow models Mahi Kabra and Jill Kortleve in a campaign shot by New York-based photographer Cass Bird that is set to appear in print, billboard and screens.
But billboards and social media pushes aren’t the only places where Consani will appear. She will also cohost an immersive event on Thursday evening, on the eve of the August “Sturgeon Moon” full moon associated with resilience, deep foundations and the surfacing of hidden emotions.
“It’s all about authenticity. As we want to be more culturally relevant and really embed ourselves in communities, [we] have to be really authentic,” Farmer said. “If you’re going to work with someone…they genuinely have to love the brand and you need to invite them to be part of the creative process, rather than just be the face of the brand.”
The launch is the first major consumer-facing move of the second half for the Danish jewelry company, which raised its 2026 guidance on Aug. 12 after its second-quarter results showed early signs of reacceleration.
In the pipeline are a new collaboration slated to be unveiled in October and a holiday campaign which Farmer said would be focusing this year on “the heart of meaningful gifting” over talent.
“We’re really playing on this idea that at Pandora, a gift is more than a gift,” she added. “It tells you something about who you’re buying for. It shows that you care. It shows that you know who they are.”
On the business side, Pandora is expected to spell out the next phase of its metals transition to platinum-plated jewelry, growth strategy and regional priorities, including China moves, at its strategic update in November.
