LONDON — Pandora’s family of ambassadors is growing, with author and advocate Selma Blair and sisters and artists Chloe and Halle Bailey starring in a new campaign titled “Be Love.”
A campaign video features the three new faces along with artist and model Sasha Pivovarova; model couples Aviana McClish and Colin Alexander, and Meghan Collison and Jack Spencer; and models Jocelyn Corona, Saiyan Marley, Yumi Nu, Salem Mitchell and Thara.
The video was directed by filmmaker and photographer Sophia Nahli Allison and music video director Melina Matsoukas.
Allison’s film “A Love Song for Latasha” was nominated for an Academy Award for Best Documentary Short Subject in 2021; meanwhile Matsoukas has worked on Beyoncé’s “Formation” music video and directed the film “Queen & Slim.”
Musically known as Chloe x Halle, the sisters re-recorded the Bee Gees’ track “To Love Somebody” for the campaign video.
“For Pandora, love is more than a day on the calendar — it’s more personal and encompassing than that. It starts with each of us, and it is embodied in how we live our lives,” said Mary Carmen Gasco-Buisson, chief marketing officer of Pandora.
“Our jewelry is not only expertly crafted for every occasion and for every day, it is also a vehicle for sharing and commemorating the people, moments, places, interests and dreams that we love,” she added.
Throughout the campaign, Pandora’s sterling silver and 14-karat gold (solid and plated) make appearances along with Murano glass and lab-grown diamonds.
Earlier in the month, the Danish company released its preliminary results, nearly a month ahead of schedule, with strong revenue boosted by the holiday period.
Organic growth hit 12 percent for revenue of 10.8 billion Danish kroner, or $1.58 billion, while like-for-like sales were up 9 percent in the three months ended Dec. 31.
