LONDON — Pandora’s family of ambassadors is growing, with author and advocate Selma Blair and sisters and artists Chloe and Halle Bailey starring in a new campaign titled “Be Love.”
A campaign video features the three new faces along with artist and model Sasha Pivovarova; model couples Aviana McClish and Colin Alexander, and Meghan Collison and Jack Spencer; and models Jocelyn Corona, Saiyan Marley, Yumi Nu, Salem Mitchell and Thara.
The video was directed by filmmaker and photographer Sophia Nahli Allison and music video director Melina Matsoukas.
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Allison’s film “A Love Song for Latasha” was nominated for an Academy Award for Best Documentary Short Subject in 2021; meanwhile Matsoukas has worked on Beyoncé’s “Formation” music video and directed the film “Queen & Slim.”
Musically known as Chloe x Halle, the sisters re-recorded the Bee Gees’ track “To Love Somebody” for the campaign video.
“For Pandora, love is more than a day on the calendar — it’s more personal and encompassing than that. It starts with each of us, and it is embodied in how we live our lives,” said Mary Carmen Gasco-Buisson, chief marketing officer of Pandora.
“Our jewelry is not only expertly crafted for every occasion and for every day, it is also a vehicle for sharing and commemorating the people, moments, places, interests and dreams that we love,” she added.
Throughout the campaign, Pandora’s sterling silver and 14-karat gold (solid and plated) make appearances along with Murano glass and lab-grown diamonds.
Earlier in the month, the Danish company released its preliminary results, nearly a month ahead of schedule, with strong revenue boosted by the holiday period.
Organic growth hit 12 percent for revenue of 10.8 billion Danish kroner, or $1.58 billion, while like-for-like sales were up 9 percent in the three months ended Dec. 31.