Express Yourself
Pandora has named Millie
Bobby Brown as the face of a new jewelry collection that celebrates self-expression, in a bid to target Generation Z consumers as it works to redress its ailing business.
The “Stranger Things” star and UNICEF Goodwill Ambassador has signed a two-year contract with the Danish jewelry brand, known for its charms. Pandora is in the middle of a two-year turnaround plan geared at driving sustainable growth and reigniting brand heat.
Lensed by Cass Bird, the campaign, which launches digitally in October, will feature images of the Emmy nominee in her adopted hometown of Atlanta, Ga., wearing her selection of pieces from the new collection. She will also appear in a digital film highlighting her personal connection to the new pieces.
“I feel extremely honored to be partnering with Pandora. I love Pandora because everyone can tell their own story, and each symbol can represent your individuality,” Brown said in a statement.
Pandora chief creative and brand officer Stephen Fairchild noted her impact on pop culture as an actress and activist.
“Millie Bobby Brown is the perfect ambassador for the next generation of Pandora jewelry that empowers young women to express themselves. Not only an accomplished actor and making her presence as a voice of her generation known, she also brings a youthful and individual approach to jewelry that perfectly complements Pandora’s vision and creativity,” he said.
Reporting weaker-thanexpected first-quarter figures, the company said in May it planned a significant increase in marketing spend on celebrities and influencers to get back on track. Pandora also announced plans for further layoffs in its Thai facilities, with 1,200 employees set to lose their jobs, but maintained its full-year guidance. — JOELLE DIDERICH 46th Street.
The shows, which are now known as Klarna Style360 reflecting their sponsor, begin Sept. 8 with a Morgan Stewart Sport launch party from 7 p.m. to 10 p.m. at Fleur by Taos Group and run through Sept. 11.
The lineup for Sept. 9 includes the Chick NYC and Ydamys Simo fashion shows at 2 p.m., and Kittenish by Jessie James Decker fashion show, which will be at 7 p.m. There will be a Kittenish by Jessie James Decker off-site after party at District M Club in Midtown from 9 to 11 p.m.
On Sept. 10, Garo Sparo Atelier will show at 10 a.m., and Serena by Serena Williams will show at 3 p.m. At 7 p.m., Studio 189 by Rosario Dawson and Abrima Erwiah will stage their fashion show.
Wednesday’s lineup is an 11 a.m. show by Mery Playa by Sofia Resing, and at 7 p.m. there will be a Revival Swim fashion show.
The event’s sponsor, Klarna, has raised $460 million in a recent equity funding round, giving it a valuation of $5.5 billion. The valuation makes the Swedish payments and banking service provider the largest private financial tech company in Europe.
For 15 years, brands such as Alice + Olivia, Rodarte, Rebecca Minkoff and Mara Hoffman, as well as celebrity collections such as Avril Lavigne, Ashley Graham, Daisy Fuentes, Eva Longoria, Kristin Cavallari have shown at Style360. The shows have also featured musical performances by Wyclef Jean and Natasha Bedingfield, among others. — LISA LOCKWOOD