A CELEBRATION OF THE TRANSFORMATIVE POWER OF LOVE

This year Pandora returns with the call - BE LOVE. Inspired by the belief that love, when expressed, can be transformative, Pandora's 2025 campaign focuses on its power through an iconic group of talent, models and opinion leaders who share their personal stories, memories of this impactful feeling and how it has transformed their lives.

The BE LOVE campaign is represented by ambassadors - actress Winona Ryder, supermodel Iman and models Vitoria Ceretti, Mika Arganaraz, Karen Elson, He Kong, Elisabetta Desi and Ugbad Abdi, among others.

The campaign was shot by the industry's most notable talents, Fabien Baron and Craig McDean, with product photography by Raymond Meir.

Overall, the campaign embodies the spirit of BE LOVE, a triumph of love in all its forms, regardless of the occasion, the relationship or the holiday.

Love means different things to all of us.

For Winona Ryder, one of the faces of the campaign, it is compassion, emotionality and openness. "Listening and hearing," she says. "To try to be as understanding as possible." "To look at things through a different perspective, that's what love represents to me," Ryder adds. "It's just a profound way to experience it."

BE LOVE is a celebration of all that love can bring to our lives and the lives of our loved ones.

It's a celebration of femininity, sisterhood , feminine strength and deepening our relationships with each other and ourselves.

About Pandora

Pandora is the largest jewelry brand in the world.

Hand-finished jewelry made from high-quality materials offers endless possibilities for customization, giving people the opportunity to express their personal style through their pieces.

Starting as a small jewelry store in Copenhagen, Denmark more than 40 years ago, Pandora is now present in over 100 countries.

Pandora is committed to leadership in sustainability, crafting with recycled silver and gold for all of its jewelry, just as the company has set a goal to halve greenhouse gas emissions in its value chain by 2030.