Millie Bobby Brown to Represent Pandora

RAPAPORT... Pandora has named two-time Emmy-nominated actress MillieBobby Brown as the face of a global campaign for its new jewelry collection, inan effort to reinvigorate interest in its brand and appeal to a youngeraudience. Brown is best known for the Netflix series Stranger Things, the 2019film Godzilla: King of Monsters, and her appointment as theyoungest-ever Goodwill Ambassador for the United Nations International Children'sEmergency Fund (UNICEF). She has signed a two-year contract to promote the Danishjewelry retailer. "Millie Bobby Brown is the perfect ambassador for the nextgeneration of Pandora jewelry that empowers young women to express themselves,"Pandora's chief creative and brand officer, Stephen Fairchild, said Wednesday."Not only an accomplished actor and making her presence as a voice of hergeneration known, she also brings a youthful and individual approach to jewelrythat perfectly complements Pandora's vision and creativity." The campaign, which will be shot by acclaimed fashionphotographer Cass Bird, will feature Brown wearing her own personally curatedpieces of jewelry and charms from the new collection. Pandora will launch the imagesin October, followed by a digital film in which the actress talks about herpersonal connection to the new pieces. "I love Pandora because everyone can tell their own story,and each symbol can represent your individuality," Brown explains. The move is the latest of the jeweler's attempts to reengage with consumers following consistently disappointing sales, which led to the departureof the company's chairman and CEO, as well as more than 1,200 job cuts. Last week, Pandora announced it was planning an eventin Los Angeles at the end of the month to introduce the changes it's made toits branding, store design and collections. It also said it was planning designcollaborations with global franchises, celebrities and influencers. Image: Millie Bobby Brown wearing Pandora jewelry in the new campaign. (Pandora)