Pandora jewelry

Pandora Makes a Game for Gen Z Consumers with New Pandora ME Collection and Campaign

Danish jewelry giant Pandora has relaunched its Pandora ME collection, the range previously led by Strange things star Millie Bobby Brown, to specifically target Generation Z consumers.

To support the new launch, Pandora also introduced a new set of celebrity faces for the campaign, all of whom were selected because they cater to a younger demographic.

These include the likes of He is all that actor, Addison Rae, British singer Charli XCX, Canadian TikToker Donté Colley, musician Beabadoobee and Italian influencer Cecilia Cantarano.

These new Global Ambassadors will become known as Pandora ME Collective and will work with the brand on a 360 degree marketing basis to support the campaign, with images featured in store, online and on social media, the Collective will also appear. at Pandora events. and participate in interviews for the brand.

The new collection retails for £ 15- £ 200 and includes chunky link bracelets and necklaces, mono hoop earrings and fully customizable stackable rings with stylish connectors and interchangeable style links .

Luxurious industrial designs are offset by organic touches and metals are mixed and matched. Pieces feature freshwater cultured pearls, pavé and vibrant enamels in electric blue, shocking violet and laser green that are juxtaposed with sterling silver, unique metal blends plated with 14k rose gold and ruthenium

Style ties are adorned with words such as “freedom”, “dream” and “belief” for the wearer to express their values ​​and beliefs.

The all-new mini pendants – featuring flames, a smiley face, and a banana – are a tongue-in-cheek interpretation of the digital generation’s love for emojis while the lockets, which take inspiration from ancient mythological symbols, exploit the idea of ​​harnessing Inner Power.

Pandora’s Creative Directors, Filippo Ficarelli and Francesco Terzo, explained: “We were inspired by the idea of ​​connecting with a collective of people, driven by creativity and imagination. The collection’s endless style and customization possibilities are a catalyst for self-discovery and allow everyone to create personalized looks that represent who they are.

Carla Liuni, Director of Marketing at Pandora added, “Pandora ME has been reinvented to reflect the identity of the wearer and bring our brand’s DNA and heritage into the future.

“We know that highly creative and powerful Gen Zs express who they are through music and fashion. . “

To celebrate the launch of the campaign, Pandora will be opening two bespoke pop-up stores in Dublin and London to inspire a new generation of shoppers to explore Pandora.

The pop-ups will be located at 35 Grafton Street in Dublin (an existing Pandora store) and also on the floor of the Pandora flagship store in London on Oxford Street.

The pop-ups will be in situ throughout October and will include interactive elements such as a custom graffiti wall, a game arcade and selfie moments.

In addition, the launch of Pandora ME also marks the brand’s first foray into the gaming world.

In order to attract a new audience, the brand is building its own Pandora Island within Animal Crossing New Horizons, which has already hosted brands like Gucci, H&M, KFC and Joe Biden.

The island will be available to all Animal Crossing players around the world starting September 29.