With the Be Love campaign, Pandora will return with a clear message this year: Love has the strength to change-if it is lived and shared. The new chapter of the brand campaign is dedicated to this power of love. A number of iconic personalities, models and inspiring talents tell personal stories about loving gestures that have shaped their lives sustainably. With its characteristic jewelry, Pandora invites you to make love visible and capture emotional moments in unique designs.
Love means something else for everyone. For the American actress Winona Ryder, one of the faces of the new Be Love campaign, love stands for compassion and emotional openness. “Love means to really listen,” she explains. “And try to raise as much understanding as possible.” Ryder adds: “To look at things from a different perspective – that is a profound form of love for me.”
The finely worked jewelry of the Be Love 2025 collection are expression of these emotions. The Be Love cardiac charm made of sterling silver can be personalized with a date, initials, symbols or drawings. The organically shaped cardiac ring, also from sterling silver and with 14-carat gold, interprets the classic heart motif in a modern, minimalist way. Another highlight is the UNICEF charm, whose heart-shaped design with a sparkling blue stone of Pandora’s engagement symbolizes for a better future. For years, Pandora, together with Unicef, has been committed to enabling young people worldwide – especially girls – education and future prospects and thus also inspiring others.
The BE Love campaign introduces new Pandora ambassadors, including Winona Ryder, Supermodel Iman and the models Vittoria Ceretti, Mica Arganaraz, Karen Elson, He Cong, Elisabetta Desssy and Ugbad Abdi-and many other inspiring talents. The creative implementation comes from industry icons such as Fabien Baron and Craig McDean, while Raymond Meier’s product recordings were manufactured. Together they embody the essence of Be Love – a campaign that celebrates love in all its facets, regardless of the occasion, relationship or tradition.
With the new chapters of the BE Love 2025 campaign, the relationship with ourselves and others will continue to deepen. Whether by filigree jewelry, the Unicef partnership or a campaign that celebrates love in all its forms of expression-be love is a homage to everything that brings love into our lives. A festival of femininity, sisterhood and deep connection.
