【Copenhagen, 】How Pandora Proposes Self-Expression Through Jewelry

In recent years, Copenhagen Fashion Week (CPHFW) in Denmark has gained attention for its unique content and attempts to fuse fashion with sustainability, led by brands popular in Japan such as Cecilie Bahnsen and GANNI. As a key city in the fashion circuit, Copenhagen attracts fashion industry professionals from around the world every summer. During CPHFW, the Danish jewelry brand Pandora served as the official partner of the fashion week and also participated as the main partner of a project supporting young designers. To coincide with the fashion week, Pandora invited media and influencers from various countries to a special event themed around “self-expression” through jewelry. From Japan, actress Anna Ishii, actress Airi Matsui, and model Miumi participated, experiencing the allure of Pandora over three days.

Pandora was founded in Copenhagen, Denmark in 1982 by goldsmith couple Per and Winnie Enevoldsen. In the 2000s, it launched the charm bracelet, which became a symbol of the brand, and expanded its stores. In 2016, the duo Francesco Terzo and A. Filippo Ficarelli were appointed as creative directors, and they have been releasing collections every season. Currently sold in over 100 countries and regions, Pandora has 56 stores in Japan, including its flagship store in Omotesando.

First, participants visited Pandora’s flagship store in the Strøget shopping area of Copenhagen. Inside the store, dyed in the brand’s signature pink, they took part in a styling event. They freely customized from a large number of charms laid out on tables, creating “their own jewelry” to wear during the fashion week. From the length and thickness of the chain to the type of charms, they carefully considered each choice from numerous options. Time flew by as they experimented, arranging charms regularly or connecting them randomly.
Actresses Anna Ishii, Airi Matsui, and model Miumi were also ultimately satisfied with their completed jewelry. Jewelry created through one’s own selection fosters attachment. Upon wearing it and catching sight of it, a natural smile appears.

The venue for the evening’s event was the Glyptoteket museum in the city center. Founded in 1882 by Carl Jacobsen, son of the founder of the Danish beer company Carlsberg, this museum houses a private collection including Impressionist works. Guests were welcomed with a welcome drink in the domed central courtyard, known as the “Winter Garden,” then guided through a museum tour to a grand hall displaying sculptures from the Greek and Roman eras.
The dinner party began at a long table arranged as if surrounded by sculptures. Actress Pamela Anderson, who has been a brand ambassador since 2023, hosted the dinner for the guests. Danish chef Lasse Askov devised a special menu using local ingredients, inspired by her recipe book published last year. Special vegan dishes were served to about 100 invited guests dressed up in Pandora jewelry as they pleased. As the sun set and the hall grew dim, sculptures emerged against fiery red murals, creating a dramatic space. The special night deepened as live music played by local artists resonated through the hall, leaving an afterglow.

The dinner party also served to unveil the new “Talisman” collection, set for global release on August 28. Characterized by medallion designs inspired by ancient coins reminiscent of the Greek and Roman eras, this grand and romantic collection carries the message of “wearing timeless symbols and words as modern self-expression.” The back of motifs such as hearts, moons, stars, roses, lions, and arrows are engraved with powerful Latin messages, appearing in 12 designs as statement jewelry that reflects the wearer’s will and sometimes inspires them. It seems appealing to wear them as “talisman” charms after understanding the meaning of the motifs and words.

During fashion week, CPHFW and Pandora jointly held a breakfast event. As a globally expanding Danish jewelry brand, Pandora has participated in the young brand support program “CPHFW NEWTALENT” for several seasons, serving as the main partner this year. The program aims to support, nurture, and promote emerging Nordic brands, providing financial support for holding shows and presentations and creating opportunities for media exposure.
The event, held in a corner of the Copenhagen International Fashion Fair (CIFF) venue, which runs concurrently with the fashion week, provided an opportunity for media representatives to stop by and interact with designers.
Pandora’s Global PR Director, Remi Mobolade, who gave a speech alongside CPHFW CEO Cecilie Thorsmark, spoke about the significance of a global company like Pandora participating in the program:

One of the supported brands, “STEM,” is a sustainable brand created by textile designer Sarah Brunnhuber, who devised unique weaving, cutting, and sewing techniques to produce clothing with “zero waste,” using fabric scraps and other materials. For its second collection, the Spring/Summer 2026 season, the brand unveiled its new collection in a unique format: while a workshop by basket weavers was held at a central table, models wearing Pandora’s new jewelry pieces walked through the venue, showcasing pieces woven using the same technique. The brand has previously announced a collaboration with GANNI and reportedly plans to build a textile factory for fashion in Denmark in the future, making it an ambitious brand that elevates traditional crafts into fashion through sustainable methods.

During fashion week, guests from various countries participated in events adorned with Pandora jewelry. They enjoyed mixing silver and gold or layering unexpected combinations in their respective stylings.

Underlying all of Pandora’s initiatives that colored Copenhagen Fashion Week with jewelry was the consistent philosophy of the jewelry brand: affirming one’s individuality and expanding the possibilities of self-expression. By aligning with each wearer’s style and way of life, it continues to broaden new possibilities for expression. The communication from Copenhagen became a place to once again demonstrate this powerful message from Pandora.