Following her recent campaign with H&M, Grammy-winning South African singer-songwriter Tyla is expanding her fashion deals with another great move as the newest global brand ambassador for Pandora.
The announcement comes alongside the launch of her debut campaign, Pandora Styled by Tyla, which showcases a handpicked selection of charms that tell her story.
The campaign highlights Tyla’s curated jewellery picks from the brand’s charm collection, each piece symbolising a meaningful chapter in her personal and professional life. From standout music moments to her deep connection to home and fans, the singer brings her journey to life through stylish, sentimental pieces.
Among the chosen charms, the Cherry Blossom stands out as a nod to her globally acclaimed “Water” music video. The Shark Tooth Mini charm offers a bold tribute to her South African heritage, grounding her international success in her roots. Adding a personal touch, Tyla has also selected letter charms inspired by her fanbase, affectionately known as the “Tygers,” allowing supporters to create their own personalised friendship bracelets that match the artist’s look.
Through her partnership with Pandora, Tyla continues to cement her place as not just a musical icon but also a tastemaker in the fashion space. Her growing influence in culture, style, and storytelling makes her an ideal fit for the brand’s mission to celebrate self-expression and individuality through jewellery.
This collaboration is more than a campaign — it’s a wearable reflection of Tyla’s artistry, inspirations, and the global journey she’s taking her fans on.
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