PANDORA, the renowned jewelry brand, has just launched its new brand platform called BE LOVE. This exciting initiative was unveiled today along with a global campaign featuring a remarkable lineup of beloved talents, artists, and rising stars. The core belief behind BE LOVE is that love is not just a feeling but also an action. It goes beyond emotions, encouraging individuals to live, embody, and embrace love as a verb.
At the heart of the multi-season campaign, BE LOVE invites people to carry love with them as they move throughout the world. With a range of diverse Pandora jewelry collections, including designs crafted from high-quality materials such as sterling silver, 14K gold (both solid and plated), murano glass, and lab-grown diamonds, the BE LOVE campaign positions Pandora as a comprehensive jewelry brand for anyone looking to add sparkle and elegance to their life, regardless of the occasion or holiday.
To introduce the BE LOVE campaign, Pandora has enlisted three new global brand ambassadors: sisters and artists Chloe and Halle Bailey, along with actress, author, and advocate Selma Blair. Joining them in this powerful campaign are multinational talents like artist and model Sasha Pivovarova, model couple Aviana McClish and Colin Alexander, rising face Jocelyn Corona, friends and models Saiyan Marley, Yumi Nu, Salem Mitchell, Thara, as well as the couple, model Meghan Collison and Jack Spencer.
Pandora firmly believes that love manifests in various forms. For Chloe, BE LOVE signifies 'being your complete, whole self and loving that.' Halle describes it as 'unconditional, infinite love that never ends and is always there, no matter the circumstances.' Selma shares that for her, love means 'being present and constantly striving to make every moment better.'
The new BE LOVE brand campaign from Pandora places a strong emphasis on the personal and encompassing nature of love. It begins with each individual and is reflected in how we live our lives. This brand purpose resonates perfectly with the new brand ambassadors, Chloe and Halle Bailey, and Selma Blair. Moreover, Pandora's jewelry not only exemplifies craftsmanship for every occasion and every day but also serves as a medium for sharing and commemorating the people, moments, places, interests, and dreams that we hold dear.
To bring the concept of 'Lived Love' to life, the BE LOVE campaign features a captivating video showcasing the entire ensemble of campaign talents. Directed by Academy Award nominee Sophia Nahli Allison, with executive producer and two-time Grammy Award winner Melina Matsoukas, the video resonates with the heartfelt emotions of love. Accompanied by a re-recorded version of the classic Bee Gees track 'To Love Somebody,' beautifully sung by Chloe and Halle Bailey exclusively for the campaign, the video showcases Pandora global brand ambassador Selma Blair embracing her son, Arthur Saint Bleick, while the sisters sing passionately, adorned in custom jewelry made by Pandora.
The video also features model Sasha Pivovarova painting a large-scale abstract portrait in vibrant colors. Meanwhile, Thara, Salem Mitchell, Saiyan Marley, and Jocelyn Corona are seen joyfully dancing together in a nightclub. Throughout the video, Pandora's collections are prominently layered together, illustrating the brand's commitment to self-expression, creative freedom, and pure joy.
The BE LOVE campaign, conceptualized by Baron & Baron, is a collaborative effort by a leading creative team in the industry. Alongside Nahli Allison and Matsoukas, photographers Craig McDean and Raymond Meier have contributed to this exceptional project. McDean captured the principal model imagery, while Meier focused on still life and close-up photography. Stylist Rae Boxer, in collaboration with artist Grete Henriette, designed the custom-made pieces worn by Chloe and Halle Bailey in the campaign video. The visionary sister duo, Tanya and Zhenya Posternak, captured additional product imagery, featuring Pandora's lab-grown diamonds that add an extra radiance to this already layered and stylish campaign.
The BE LOVE campaign by Pandora represents a new era for the brand, emphasizing the importance of love as a transformative force. With its diverse roster of ambassadors and heartfelt message, this campaign inspires individuals to embrace love as an integral part of their lives. Through its exquisite jewelry collections, Pandora remains committed to creating an inclusive experience that celebrates personal style, special moments, and the enduring power of love.
