Pandora have signed TikTok superstar Addison Rae as well as English singer Charli XCX in a new push to target the Gen Z market.

Donté Colley, Beabadoobee, and Cecilia Cantarano have also joined the Pandora ranks as part of the Pandora ME relaunch.

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The new collection, aimed primarily at Gen Z consumers, offers endless possibilities of personalisation, and aims to encourage self-expression.

The brand explained that it hopes to “empower young generations to stay true to who they are and express their values & beliefs through jewellery.”

The collection features link bracelets, necklaces, stacking rings and earrings.

Pandora then went on to explain how the new Pandora ambassadors will be known as the Pandora ME Collective and will work with the brand to relaunch the Pandora ME collection, which will be available in stores and online from 30th September.