PANDORA Me 2021 campaign

PANDORA has just unveiled the newest designs to its PANDORA Me collection and if the campaign is anything to go by, there’s much to be excited about.

Bursting with energy and a catchy electropop track by British singer/songwriter Charli XCX (she co-wrote the 2019 “Señorita” hit by Shawn Mendes and Camila Cabello), the bubblicious candy-hued 30-sec film features a crew of young creatives who reinforce the youthful vibes of the latest designs. Joining Charli XCX are Tiktok stars Cecilia Cantarano and Addison Rae (the latter of whom attended this year’s Met Gala), Canadian content producer and dancer Donte Colley (who features in the promotional video for said Gala) and Filipino-British singer-songwriter Beabadoobee who has been touted as the being the voice of Generation Z. Then, there’s the fact that the film was directed by music video director Hannah Lux Davis, who has worked with stars like Ariana Grande, Nicki Minaj, Drake and Miley Cyrus.

“We drew inspiration from the way Gen Z individuals communicate and express themselves. Fashion, digital communication, visual language and jewellery are how they speak to the world and vice versa,” say VP Creative Directors, Francesco Terzo and A. Filippo Ficarelli. “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. 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.”

Personalise your chain bracelet with the collection’s range of medallions and mini-dangles

In line with this, the collection offers myriad of customisable possibilities. Chunky chain bracelets and necklaces can be mixed, matched and linked together with ease thanks to their carabiner clasps. Rings can be paired and stacked through ring connectors, while mono hoop earrings allow for elements to be added to them for different shapes and lengths. Meanwhile, styling links with words like “peace”, “believe, “love” and “blessed” stand as positive affirmations; and the collection’s range of mini-dangles and medallions offer a lexicon of symbols that range from playful emojis like the smiley face and banana, to talismanic evil eyes and Bowiesque lightning.

Available in a range of finishes including sterling silver, 14k rose gold-plated and, for the first time, ruthenium-plated metal blends, the collection is rounded out with luscious freshwater cultured pearls and enamels in a spectrum of vibrant hues.

“We’re really excited to see the unique looks people come up with when guided by their creativity,” Terzo and Ficarelli say. “You can interpret each piece in so many ways, find unexpected ways of wearing it and change your look completely based on mood, season or occasion. Our best tip is to find what feels right for you. You can take it into an endless amount of different directions, including bold, playful, sophisticated and alternative.”

Here’s a closer look at the collection (which is currently available at PANDORA’s E-store).

Brought to you by PANDORA