Danish jewellery brand Pandora is relaunching its ‘Me’ collection by “tapping into the power of the Gen Z’s energy” from inspiring artists Addison Rae, Charli XCX, Donte Colley, Beabadoobee and Cecilia Cantarano.
Pandora Me is retargeting its jewellery line as a “collection for creators everywhere” to empower Gen Z consumers desires for personalisation and a sense of belonging.
With that in mind, Pandora has tapped a cast of digital-savvy creators, American musician and actor Addison Rae, British singer-songwriter Charli XCX, Canadian dancer Donté Colley, Filipino-British singer-songwriter Beabadoobee, and influencer and singer Cecilia Cantarano, known as the Italian queen of TikTok comedy.
They will support the launch with a campaign inspired by the world of music and online culture, which includes an exclusive track, ‘Sweat’ from artist Charli XCX, which celebrates individuality. The accompanying video, directed by Hannah Lux Davis, sees the influential artist collective showing off their personal jewellery edits from the collection to “best represent who they are”.
Addison’s styled edit showcases her transformative and DIY style, while Charli XCX’s edit is eclectic, and Cantarano takes a freestyling approach, with layered rings and a music note mini dangle charm to represent her love of dance and music. Donte’s look shows off his ‘more is always more’ styling mantra, and Beabodoobee shows how she experiments with word links.
Carla Liuni, chief marketing officer at Pandora, said in a statement: “Pandora Me has been reinvented to reflect the wearer’s identity and bring our brand DNA and heritage into the future.
“We know the highly creative and powerful Gen Zs express who they are through music and fashion, so we have combined these loves to inspire our fans to share their voice as individuals but also stand together as an empowering community in Pandora UK and around the world.”
[Source: Fashionuk.united]
