PANDORA REVEALS THE NEXT CHAPTER OF ITS BE LOVE CAMPAIGN WITH IMAN AND WINONA RYDER.

  • 27 February 2025
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PANDORA REVEALS THE NEXT CHAPTER OF ITS BE LOVE CAMPAIGN WITH IMAN AND WINONA RYDER.

For the complete jewelry house, this new campaign is a celebration of the transformative power of love.

© Winona Ryder for Pandora

NEW YORK, February 27, 2025 – This year, Pandora returns with a powerful call to action: BE LOVE. Inspired by the belief that love, when expressed, can be transformative, the new chapter of the Pandora brand campaign embodies the power of love through an iconic cast including actress Winona Ryder, supermodel Iman, and more. Featuring Pandora’s most iconic pieces, the campaign celebrates jewelry that demonstrates the power of storytelling with love at its core.

Winona Ryder for Pandora

For Winona Ryder, one of the faces of Pandora’s BE LOVE campaign, love is about compassion and emotional availability. “It’s really about listening and trying to be as understanding as possible,” she says. “Seeing things from a different perspective, that’s what love is to me – it’s just a profound way of experiencing it.”

The finely crafted jewelry included in BE LOVE 2025 is a representation of wearable expressions of love. The campaign’s key pieces include :

  • As the leader in charms, the BE LOVE Heart Charm featured in the campaign is crafted from sterling silver and customizable with engravings such as dates, initials or symbols.
  • The Pandora ESSENCE Organically Shaped Heart Bracelet is a new addition to the popular collection and is plated in 14k gold, offering a modern and minimalist interpretation of the classic heart motif.
  • The UNICEF charm celebrates the strength and power of femininity by putting a fresh and contemporary spin on traditional feminine icons. Pandora’s partnership with UNICEF aims to empower young people, especially girls, by providing them with educational opportunities and a brighter future, while encouraging others to join in this mission.

In addition to Iman and Winona Ryder, the BE LOVE campaign features other new faces of the brand, including models Vittoria Ceretti, Mica Arganaraz, Karen Elson, He Cong, Elisabetta Dessy and Ugbad Abdi, among others. Shot by industry veterans Fabien Baron and Craig McDean, with product photography by Raymond Meir, the campaign captures the essence of love in all its forms. It celebrates how love transcends occasions, relationships and even holidays.

As BE LOVE continues to evolve in 2025, it’s a celebration of what love can bring into our lives. Whether it’s gifting meaningful pieces, supporting charitable collaborations, or embracing accessible cultured diamonds, BE LOVE honors the many ways love enriches our lives every day.

About Pandora

Pandora is the world’s leading jewelry brand. Hand-finished and crafted from high-quality materials, Pandora jewelry offers endless possibilities for customization, allowing people to express their personal style through their pieces. Founded over 40 years ago as a small jewelry store in Copenhagen, Denmark, Pandora is now available in over 100 countries. Pandora is committed to being a leader in sustainability and sources recycled silver and gold for all of its jewelry, just as the company has committed to halving greenhouse gas emissions across its entire value chain by 2030.

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