Pandora Unveils Its “Be Love” Campaign Starring Winona Ryder and Iman

“To me, love is compassion and emotional availability.” – Winona Ryder

Discover “Be Love,” the new Pandora campaign starring Winona Ryder and Iman: a vibrant hymn to love and the freedom to be oneself.

Pandora, the renowned Danish jewelry brand, marks a turning point with its new “Be Love” campaign. The delicate jewelry of the BE LOVE 2025 campaign is a wearable expression of love. More than just a collection, this initiative highlights powerful values: love in all its facets, individuality, and diversity. To embody this universal message, Pandora surrounds itself with timeless icons like Winona Ryder and legendary supermodel Iman. Through this campaign, the Scandinavian house redefines the way jewelry tells personal and emotional stories.

Launched right in the middle of Women's History Month, this campaign also highlights a strong philanthropic commitment with an unprecedented UNICEF charm. Since 2019, Pandora has supported education programs for young girls around the world, reinforcing its role as a committed player in the jewelry industry.

Winona Ryder and Iman: Timeless Icons in Service of Pandora

To bring this vision to life, Pandora has chosen two emblematic figures of fashion and cinema. Winona Ryder, a cult 90s actress and star of the “Stranger Things” series, embodies timeless elegance and feminine strength. Alongside her, Iman, an iconic supermodel and committed activist, symbolizes diversity and natural charisma. Together, they offer an authentic embodiment of Pandora’s message: love is a universal force, whether familial, friendly, or romantic.

Photographed by Fabien Baron and Craig McDean, Pandora’s muses unveil powerful imagery, capturing the essence of love through sincere gazes and refined staging. Each piece of jewelry worn by the ambassadors is an ode to the bonds uniting human beings.

Meaningful Jewelry: The “Be Love” Collection

Mother’s Day is approaching with “Be Love”, Pandora offers a range of jewelry that transcends fleeting trends. Among the flagship pieces, the sterling silver “Be Love” charm stands out for its sleek design and the option to engrave initials, a date, or a personal message. As well as the heart jewelry gift sets. This personalization reinforces the idea that each piece of jewelry is a unique symbol of connection and affection.

Another new addition, the “Pandora Essence” collection introduces a 14k gold-plated bangle bracelet, playing on minimalist and modern lines. Its revisited heart-shaped design appeals to lovers of elegant and timeless jewelry. By combining simplicity and sophistication, Pandora once again asserts its status as a leader in accessible yet refined jewelry.

A Humanitarian Commitment: Pandora's UNICEF Charm

Beyond its aesthetic message, “Be Love” is part of a solidarity-driven approach. For several years, Pandora has collaborated with UNICEF to finance educational programs for underprivileged young girls. On the occasion of this new campaign, the brand is unveiling an exclusive charm representing femininity and hope, with a portion of the sales donated to the humanitarian organization.

This partnership perfectly illustrates the evolution of luxury brands, which now integrate a social and committed dimension into their communication. By purchasing a Pandora piece, consumers not only help beautify their daily lives, but also support a noble cause.

Pandora, a Brand Reinventing Contemporary Jewelry

With this campaign, Pandora continues its ambition to redefine contemporary jewelry. Combining modern design with strong values, the brand proves that jewelry is not merely an accessory, but a true symbol of connections and emotions.

Thanks to emblematic muses like Winona Ryder and Iman, Pandora reaches a broad, multigenerational audience, appealing equally to 90s nostalgics and new generations in search of meaning and authenticity.

With “Be Love,” Pandora does more than just offer a new collection. It invites everyone to celebrate love in all its forms, through jewelry charged with emotion and history. An initiative that proves, once again, that jewelry has the power to tell universal and timeless stories.