For the full jewellery house, this new campaign is a celebration of the transformative power of love.
This year, Pandora returns with a powerful call to action: BE LOVE. Stemming from the belief that when expressed, love can be transformative, the new chapter of Pandora’s brand campaign embodies the power of love through an iconic cast including actress Winona Ryder, supermodel Iman and more. Featuring the most iconic Pandora pieces, the campaign celebrates jewellery that demonstrates the power of storytelling with love at its core.
For Winona Ryder, one of the faces of Pandora’s BE LOVE campaign, love is about compassion and emotional availability. “It’s really to listen and to try and be as understanding as possible,” she says. “Seeing things through a different perspective, that represents love to me – it’s just a profound way to experience it.”
The finely crafted jewellery included in BE LOVE 2025 is a representation of wearable expressions of love. Jewellery highlights from the campaign include:
- As the leader in charms, the BE LOVE Heart Charm featured in the campaign is crafted in sterling silver and customisable with engravings such as dates, initials or symbols.
- The Pandora ESSENCE Organically Shaped Heart Bangle is a new addition to the popular collection and plated in 14k gold, offering a modern, minimalist take on the classic heart motif.
- As a fresh, contemporary twist on traditional feminine icons, The UNICEF Charm celebrates the strength and power of womanhood. Pandora’s partnership with UNICEF aims to empower young people, especially girls, by providing opportunities for education and a brighter future, while encouraging others to join in this mission.
In addition to Iman and Winona Ryder, the BE LOVE campaign introduces other new faces to the brand, including models Vittoria Ceretti, Mica Arganaraz, Karen Elson, He Cong, Elisabetta Dessy, and Ugbad Abdi, among others. Shot by industry luminaries Fabien Baron and Craig McDean, with product photography by Raymond Meir, the campaign captures the essence of love in all its forms. It’s a celebration of how love transcends occasions, relationships, and even holidays.
As BE LOVE continues to evolve in 2025, it is a celebration of what love can bring into our lives. Whether through gifting meaningful pieces, supporting charitable collaborations, or embracing accessible Lab-Grown Diamonds, BE LOVE honours the many ways that love enriches our lives everyday.