Much has been said about Generation Z – that young demographic born between 1997 and 2012 who are also known as the “True Gen” thanks to their search for truth and the variety of causes they champion, from sustainability to inclusivity.
As far as style and self-expression are concerned, they’re leading the charge for the return of that rebellious Y2K attitude in fashion today. They also find freedom in breaking down gender norms with their outfits and wholly embrace the need for personalisation and self identity.
Just consider a Pew Research Center study in 2018 which reported how a third of Gen Zers said they knew someone who preferred to be addressed using gender-neutral pronouns, compared with 12 per cent of baby boomers.
Filipino-British musician Beabadoobee is one of the five faces in the new Pandora Me campaign.
Their energy for self-expression and identity has not gone unnoticed by Pandora – the Swedish jewellery giant which is on the path to be carbon-neutral and use only recycled silver and gold in its designs by 2025. This season, it turns to some of the generation’s well-loved icons and digitally-savvy content creators to relaunch its Pandora Me campaign.
Dropping September 30, the campaign stars British singer-songwriter Charli XCX, Filipino-British alt-rock musician Beabadoobee, American TikTok star-slash-actress Addison Rae and Canadian dancer and meme creator Donte Colley. Completing the lineup is Italian TikToker and singer Cecilia Cantarano.
Charli XCX has created a special tune called Sweat which celebrates individuality, for the relaunched Pandora Me video campaign
The five also appear in a video that features an upbeat ditty called Sweat which was penned exclusively by Charli XCX for the occasion. Each of them had specially chosen and edited the pieces from the collection for the campaign, as a true display of their personalities.
The refreshed Pandora Me collection – known for its trademark chain link bracelets and necklace and stackability factor – offers more ways for those who want to express their creativity when it comes to personalising jewellery.
Each chain design comes in a choice of sterling silver, 14K rose gold-plated or ruthenium-plated metal blends – but you can always purchase the various options, unhook the chains and rearrange them to create your own eclectic mashup of chain links.
Express yourself with the emoji-inspired dangle charms from the refreshed Pandora Me collection.
Other new additions that will make accessorising even more personal are what Pandora dubs “connecters”, as well as extra links to lengthen bracelets and necklaces – these come sculpted with slogans such as ‘dream’ and ‘freedom’. The brand also offers medallions with a practical lobster clasp design that can be attached to chain links and connecters in a jiffy.
And as a nod to Gen Zers penchant for emojis and late ’90s fashion influences, the dangle charms include designs with flame symbols, a smiley face and a peace logo, among others.
Ahead, we take a peep at some of the pieces from the new Pandora Me collection which are now available in stores and the brand’s online store. Shop for the pieces here.
Brought to you by Pandora