In developing and designing this year's Valentine's Day collection, PANDORA creative directors, Francesco Terzo and A. Filippo Ficarelli, looked beyond how we traditionally think of love. This collection brings something for those who are looking for the perfect gift for their loved one, but there are also pieces that embrace the love of family, friends and self.
"Now, it’s not just about being in a relationship, it’s also about self-love, family and friends. We were inspired to look at the reality and notion of love with diversity in mind," says Terzo and Ficarelli.
A new dimension of being loved
Drawing inspiration from the nature of love – boundless, beautiful and imperfect – we reshaped the iconic PANDORA heart into a new asymmetric design. It represents that love can come in any shape or form, it breaks stereotypes, and it shows us that we are perfectly imperfect.
Our new asymmetric heart is a key part of our Valentine's Day collection this year. We felt it's time to recognise that Valentine's Day should be a celebration of not only traditional forms of relationship love but of all types of love – be that with friends, family, or just yourself.
"Symmetrical hearts are picture perfect, but the asymmetrical heart shows our fascination with imperfection. For example, we find the word 'loved' [being] linked to friendship super interesting. Gifting an asymmetric heart to a friend shows a different dimension to love," says Terzo and Ficarelli.
The power of Cupid's arrow
Traditionally, when Cupid draws his bow and lets his arrow fly, the one who is struck is overcome by the power of love. In a contemporary context, we are using the iconography of Cupid's arrow to symbolise the love you might feel towards anyone that you truly care for.
"Cupid is a major symbol in this collection, but [we're] mixing traditional elements of love in a modern way for a broader message of love," says Terzo and Ficarelli.
There is love, and then there is 'being loved'. One is an idea, and the other is something that makes you feel and experience the world in a whole new way. For this year's Valentine's Day collection, we wanted to focus on the feeling of being loved.
'Loved' is an empowering twist on the traditional message of 'love' that you will see this Valentine's season. 'Loved' is inclusive, tangible, and something that you can feel. It is written on many of the designs in this collection, in places that aren't always obvious, making the message secretive and personal. It reminds us that the only thing stronger than love, is being loved.