Copenhagen-based jewellery house Pandora is continuing its mission to celebrate love in every form with its Be Love campaign for 2025.

Tapping an extraordinary cast of global icons, Pandora’s latest initiative highlights personal stories of love, connection and self-discovery, proving that love is as unique as the individuals who embrace it.

Taking centre stage of the campaign is Academy Award-nominated actress Winona Ryder. For the A-list star, love is about being able to truly listen and be present.

“To try and be as understanding as possible to see things from a different perspective—that, to me, represents love,” she says.

This powerful message is embodied in Pandora’s new jewellery collection, where timeless craftsmanship meets meaningful storytelling. Designed as wearable expressions of love, the Be Love heart charm, crafted in sterling silver, allows for personalised engravings – be it initials, meaningful dates or symbols of affection. While the Essence organically shaped heart ring, plated in 14k gold, offers a modern interpretation of a classic motif.

Through its continued partnership with UNICEF, Pandora unveils the UNICEF charm, featuring a delicate heart with a sparkling blue stone, symbolising the brand’s Pandora’s commitment to empowering young people.

An extraordinary ensemble of talent stars alongside Ryder in the campaign, including supermodel Iman, as well as other top models Vittoria Ceretti, Mica Arganaraz, Karen Elson, He Cong, Elisabetta Dessy and Ugbad Abdi.

The campaign beautifully illustrates the many faces of love—romantic, familial, platonic and self-love alike and invites everyone to celebrate love in all its forms.