Pandora has been awarded the official jewellery partner of London Fashion Week, as part of the brand’s ongoing engagement in the industry and “commitment to empowering tomorrow’s generation of designers and creatives”.
Pandora is collaborating with the British Fashion Council (BFC) in September and will be present at the event through designer collaborations, consumer activations, and street style.
In the following months, the duo will collaborate to develop a student competition focusing on sustainability, with the winner receiving a monetary award.
Pandora will also partner with London-based fashion designer Priya Ahluwalia, giving the company a range of jewelry to accent its SS25 collection, which will be shown on the runway. Following that, Ahluwalia will choose a selection of 10 Pandora items for the brand’s e-commerce website.
The activations build on Pandora’s already established connection with the BFC, which began with its sponsorship of the organization’s Fashion Awards as a key partner last year and will continue to do so for the ceremony’s upcoming 2024 edition.
Pandora had previously launched a similar concept in conjunction with Copenhagen Fashion Week, paying respect to the jeweler’s Danish roots while hosting a variety of activations that promoted the brand.
Such efforts will carry over into LFW, where Pandora will continue to promote its Be Love campaign, which it mentioned in Copenhagen, and will now offer free engraving services to visitors to its London stores as part of the introduction of its Be Love Heart Charm.
