South African pop sensation Tyla has been appointed as a global ambassador for Pandora in 2025, marking a significant milestone in her burgeoning career. The collaboration was unveiled during her debut performance at Coachella, where she captivated the audience with her 90s-inspired fashion and a dazzling array of Pandora jewelry .
Tyla's partnership with Pandora is deeply personal, reflecting her journey and artistic inspirations. She curated a special collection featuring signature charms like the Cherry Blossom, referencing her "Water" music video, and the Shark Tooth Mini, symbolizing her heritage and paying homage to her fanbase, affectionately known as the "Tygers" .
The "Pandora Styled by Tyla" campaign emphasizes self-expression and celebrates life's special moments. Tyla expressed her excitement about the collaboration, recalling childhood memories of making jewelry with her sisters using beads gifted by their mother. She highlighted the joy of her fans being able to wear matching friendship bracelets, strengthening the connection between her music and her audience .
Following her set, Pandora hosted a stylish poolside party in Tyla's honor, where guests enjoyed custom jewelry styling under pink cabanas, further emphasizing creativity and self-expression through fashion .
This collaboration
Pandora adds to Tyla's impressive list of brand partnerships, including campaigns with GAP, Beats by Dre x Alo Yoga, and Bose. Her influence in both music and fashion continues to grow, solidifying her status as a global style icon .
Tyla's ascent in the global music scene has been meteoric, with accolades such as the Grammy Award for Best African Music Performance in 2024 and the iHeartRadio World Artist of the Year in 2025 . Her partnership with Pandora not only showcases her artistic versatility but also underscores her commitment to empowering fans through fashion and personal expression.
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