One of the world’s biggest jewellery brands has relaunched its Gen Z centred collection, giving it an all-new attitude.
Pandora is rebooting their Pandora ME collection, which celebrates young people for their ability to freely express themselves, defy expectations, be bold and wear things their way.
The brand also aims to encourage creators to express themselves through the collection, which is entirely customisable courtesy of interchangeable styling connectors and links.
“The new Pandora ME designs have been created to reflect their wearer’s identity and bring our brand DNA and heritage into the future. We were inspired by the idea of connecting with a tribe of people driven by the power of imagination and creativity – a community that connects deeply with the Pandora world,” explained Pandora’s VP Creative Directors, Francesco Terzo and Filippo Ficarelli.
“We see the collection’s endless possibilities of personalisation as a catalyst for self-discovery – it’s all about identity, self-expression and telling your personal story,” they said.
For the iconic relaunch, Pandora joined forces with famous artists Addison Rae, Charli XCX, Donté Colley, Beabadoobee and Cecilia Cantarano, to further promote the importance of individuality and self-expression.
The dancer and TikTok star, Addison Rae was excited to be part of the relaunch and shared her thoughts alongside a video on Instagram.
“Y’all, I’m so happy to finally announce that I’m a part of the Pandora ME collective along with @charli_xcx @ceciliacantarano @donte.colley and @radvxz !! We are all connected by our creativity and love of music, which is exactly what this Pandora ME campaign is all about. You get to be an individual and let your jewellery express your personal style, but also be connected through this incredible community,” she wrote.
The musician Charli XCX wrote, “Pandora ME is all about self-expression and self-love and honestly, all I wanna do is do me so I’m here for it.”
In the Pandora ME advert, Addison Rae’s jewellery pieces showcase her transformative and DIY style, reflecting her power to defy conventions. A master of reinvention through sound and style, Charli XCX’s look is as eclectic as it is exciting.
Cecilia Cantarano’s freestyling approach, with layered rings and a music note mini dangle charm, represents her love of dance and music and living to the beat of her own tune. Donté’s look shows off his ‘more is always more’ styling mantra – reflecting his unstoppable force of optimism and joy through dance.
Personalisation is at the heart of the collection, with multiple styling accents that will allow customers to amplify their own unique style.
From chunky link chain bracelets and necklaces, mono hoop earrings and stackable rings to word links and mini dangles full of symbolism, the Pandora ME range is hand-finished; with pieces that include mix and match metals in sterling silver, 14k rose-gold and ruthenium-plated unique metal blends, freshwater cultured pearls and vibrant enamels.
The range is also not just trendy but entirely customisable courtesy of interchangeable styling connectors and styling links.
And if that is not exciting enough, as a nod to this generations fearlessness and ability to speak their minds, the styling links featured in the collection have words like “freedom”, “dream” and “believe”, emblazoned on them.
Pandora ME also caters to those who don’t just care about what jewellery looks like but also what it means, so medallion lovers will find some pieces that tap into the idea of harnessing their inner power.
The collection wouldn’t scream Gen Z’s without some emojis, so the new mini dangles – include flames, a smiley face and banana emoji.
Carla Liuni, the chief marketing officer said: “We know the highly creative and powerful Gen Zs express who they are through music and fashion, so we have combined these loves to inspire our fans to share their voice as individuals but also stand together as an empowering community in and around the world.”
Pandora jewellery is sold in more than 100 countries on six continents through more than 7,000 points of sale, including around 2,700 concept stores so it will not be hard to get your hands on the Pandora ME collection. The collection is available in-store and online at Pandora.
