Jewellery brand Pandora aims to “drive brand growth” with its newest campaign starring Hollywood stalwart Winona Ryder.

The campaign, shot by Fabien Baron and Craig McDean, is part of its ‘Be Love’ creative platform, which launched in 2024.

The marketing drive, which showcases some of Pandora’s most popular pieces, also stars supermodel Iman and models He Cong, Karen Elson, Ugbad Abdi, and Vittoria Ceretti.

Product photography is by Raymond Meir.

Ryder commented on the campaign, saying it was about being “compassionate and emotionally available”.

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“It’s really to listen. To try and be as understanding as possible. Seeing things from a different perspective, that represents love to me. It’s just a profound way to experience love,” she said.

Previously the ‘Be Love’ platform has featured global brand ambassadors Chloe and Halle Bailey as well as Pamela Anderson. According to the jewellery company, the first iteration of the campaign led to an increase of 11% in brand consideration and a 5% rise in unaided brand awareness globally.

Berta de Pablos-Barbier, chief marketing officer at Pandora added: “We continue to craft jewellery that serves as a personal and meaningful expression of love. From the customisable Be Love heart charm to the minimalist Essence heart ring, each piece reflects our commitment to quality and innovation.”

“As we continue to evolve into a full jewellery brand, we are strengthened by collaborations with impressive talent and strategic investments that elevate Pandora’s position as the leading brand in accessible luxury jewellery.”