Pandora’s ‘Be Love’ Campaign Stars Selma Blair, Chloe and Halle Bailey

Copenhagen, Denmark—Pandora’s latest campaign centers around love, starring three brand ambassadors beloved by different generations.

Selma Blair, whose stardom began in the late 1990s and early 2000s, is joined by relative newcomers, sisters and artists Chloe and Halle Bailey.

Pandora has been appealing to newer, younger markets in recent years, bringing TikTok stars into its ads, while also featuring familiar faces for older generations, like Pamela Anderson and Rosario Dawson.

The multi-season campaign “presents love as more than just a feeling,” said Pandora. “It is something one does, lives, embodies and embraces.”

“For Pandora, love is more than a day on the calendar — it’s more personal and encompassing than that,” said Pandora’s Chief Marketing Officer Mary Carmen Gasco-Buisson.

“It starts with each of us, and it is embodied in how we live our lives. That is the essence of our new ‘Be Love’ brand campaign. It brings to life our brand purpose of giving a voice to people’s loves.” 

For the campaign, the ambassadors shared what love means to them.

Chloe Bailey said, “being your complete, whole self and loving that,” while her sister Halle said, “Unconditional, infinite love. Something that is never ending, that you know is always there. Never questioned — no matter if you fall off a cliff, she’s there to catch you.”

Blair said it means, “Being present. Being every day, like, ‘How can I make this moment better?’”

Joining the trio are artist and model Sasha Pivovarova; model couple Aviana McClish and Colin Alexander; model Jocelyn Corona; friends and models Saiyan Marley, Yumi Nu, Salem Mitchell and Thara; as well as couple, models Meghan Collison and Jack Spencer.

There will also be a campaign video starring those listed above, directed by Academy Award nominee Sophia Nahli Allison and executive producer and two-time Grammy Award winner Melina Matsoukas.

Chloe and Halle Bailey sung their version of the classic Bee Gees track, “To Love Somebody,” which is featured in the video.

In the video, while the Bailey sisters sing, Blair hugs her son, Arthur Saint Bleick, while Pivovarova paints an abstract portrait, and Thara, Mitchell, Marley, and Corona dance together.

The talents are decked out in Pandora jewels, layered to showcase “self-expression, creative freedom, and joy,” said the company.

New York-based design and advertising agency Baron & Baron conceived the idea for the campaign.

Photographer Craig McDean was behind the lens for the principal model imagery, while Raymond Meier captured still life and close-up photography. 

Fellow sister duo Tanya and Zhenya Posternak captured additional product imagery, including the brand’s lab-grown diamond jewels.

Stylist Rae Boxer and designer Grete Henriette created the custom-made pieces worn by the Bailey sisters in the campaign video.