Pandora, a Danish jewellery brand, is relaunching its Me’ collection. It will “tap into the power of Gen Z’s energie” by inspiring artists Addison Rae Charli XCX and Donte Colley.
Pandora Me will retarget its jewellery line to be a “collection of creators everywhere” in order to fulfill Gen Z consumers’ desire for personalisation, belonging and a sense that they are part of something.
Pandora has selected a group of digital-savvy creators to help it. They include Addison Rae (American actor), CharliXCX (British singer/songwriter CharliXCX), Donte Colley (Canadian dancer), Cecilia Cantarano (influencer and singer), who is known as the TikTok queen.
The launch will be supported by a campaign that is inspired by music and online culture. This includes a track called “Sweat” from CharliXCX which celebrates individuality. Hannah Lux Davis directed the accompanying video. It shows the artists displaying their individual jewellery pieces from the collection in order to “best reflect who they are”.
Addison’s edited look showcases her DIY and transformative style. CharliXCX’s edit, on the other hand, is eclectic and CharliXCX’s. Cantarano uses a freestyling approach with layers rings and a mini dangle charm that represents her love for music and dance. Donte’s style reflects his’more than enough’ styling philosophy, while Beabodoobee demonstrates her love of word links.
Pandora’s chief marketing officer Carla Liuni stated in a statement that Pandora has reinvented Pandora Me to reflect the wearer and carry our brand heritage and DNA into the future.
“We are aware that Gen Zs are highly creative and powerful and express themselves through music and fashion. We have combined these passions to inspire our fans to not only share their voices but also to unite as an empowering community in Pandora UK, and around the globe.”
Pandora Me relaunches, fronted again by Addison Rae and Charli XCX.
Pandora explains that the collection will also have an “all new attitude”. The collection features personalisation with multiple styling accents and a nod towards “Gen Z’s fearless, outspoken voices”.
Pandora Me is about “breaking the rules”, defying expectations, and being bold”. It features mono hoop earrings, stackable rings, and chunky link chain bracelets, and necklaces, that can be personalised with styling accents like extra links with words such as ‘freedom’, ‘dream’, or ‘believe’.
The brand also offers mini dangles that include flames, smiley faces, and bananas. It is described as a tongue-in cheek take on the digital generation’s love for emojis and new medallions that are inspired by ancient mythological symbolisms by the jewellery brand.
Francesco Terzo and Filippo Ficarelli, Pandora’s creative directors, commented on the inspiration behind this collection. We were inspired to connect with a tribe driven by imagination and creativity, a community that is deeply connected with Pandora.
“We see the endless personalization possibilities in the collection as a catalyst to self-discovery. It’s all about identity and self-expression.”
Pandora Me is hand-finished and includes mix-and-match metals in sterling, 14k rose gold and ruthenium plated unique metal mixtures. The range will be available online and in-store at pandora.net starting September 30th, with prices starting at 15 to 200 pounds.