Millie Bobby Brown is one of young Hollywood’s most notable trailblazers. Now, the Stranger Things actress has a new achievement under her belt, she’s the new ambassadress for Pandora’s new jewelry line.
The Danish jeweler brought out a collection of new charms to celebrate self-expression. WWD reports that the move to target Gen Z consumers is in an effort to recuperate from its ailing business. The brand is currently in the midst of a two-year turnaround strategy aiming towards sustainable growth to reignite product demand.
With that, the company has struck a two-year deal with Brown, who is also a UNICEF Goodwill Ambassador.
Brown’s fans will have to wait until October for the campaign’s digital launch. It will feature exclusive photos of the Emmy-nominated actress in her temporary hometown of Atlanta, Georgia. Taken by photographer Cass Bird, it will surely be a fresh take for the brand.
Brown said in a statement about her newest gig, “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.”
Pandora recently reported unexpectedly weak first-quarter figures. To address this issue, the company announced in May that it will increase investments in marketing with celebs and influencer to get back in the game. Unfortunately, that’s not the only step they’re taking. 1,200 workers in its Thai facilities will be laid off in the company’s cost-cutting efforts.
So far, chief creative and brand officer Stephen Fairchild might be on the right track by signing with Brown. The actress and the show Stranger Things, after all, are very influential to the comeback of 80s looks in fashion.