Pandora got ready for the forthcoming yuletide season with a new campaign and collection of pieces ideal for holiday celebrations. The Danish jewelry brand and manufacturer’s 2025 holiday collection campaign features photos lensed by Craig McDean and Raymond Meir and a complementary commercial directed by filmmaker Roman Coppola.
“This collection invites people to pause, to dream and to hold close the memories and moments that shape us,” A. Filippo Ficarelli and Francesco Terzo, Pandora senior vice president creative directors, said in a statement. “At the heart of this season is a feeling — not just of celebration, but of connection and reflection. We wanted to create a world where time slows down, where everything glows a little more softly and every piece feels like a quiet reminder of what matters most.”
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Pandora’s “More Than a Gift” campaign spotlights new jewels from the label‘s various collections. The 2025 holiday capsule expands on the Pandora Moments collection with new moon-themed charms inspired by the nighttime sky and glowing with moonstone iridescent glass.
Party-ready styles extend from the Pandora Timeless bow collection, with new rows of sparkling heart-cut stones for additional holiday flair. The Pandora Lab-Grown Diamonds collection also debuts premium jewelry pieces, with stackable styles featuring hand-set pavé lab-grown diamonds arranged in flowing, infinity-inspired lines.
The commercial for the campaign features a touching short narrative about a little boy who wants to give his mom the moon for the holidays. Set to the sentimental Beach Boys tune “God Only Knows,” the video campaign ties together the “memories and moments that shape us,” as per Ficarelli and Terzo’s statement.
Known for his music video direction, Coppola, the son of filmmaker Francis Ford Coppola and documentarian Eleanor Neil and older brother of Oscar-winning screenwriter Sofia Coppola, has collaborated with director Wes Anderson as a producer on such whimsy-infused films as “Asteroid City” and “The Phoenician Scheme,” among others.
“I was attracted to this project because it was something I’ve never done before,” Coppola said in an exclusive statement to WWD. “I’ve never told a Christmas story. I thought it felt like a little film, a miniature film. I thought the story of a mother and son sharing a really resonant, intimate moment would be a fun thing to portray.”
Pandora’s holiday collection is now live, featuring jewelry pieces priced from $45 to $350.
