“Water” singer Tyla celebrates South African heritage and fandom name in inaugural campaign as Pandora’s brand ambassador.
Grammy award-winning singer Tyla is the latest star to join jewelry brand Pandora as an ambassador. The singer debuts her new role with the campaign, “Pandora Styled by Tyla.” The images feature Tyla modeling jewelry items and charms handpicked to represent her career and personal story.
Pandora Styled by Tyla
Symbolism and fandom appreciation are at the core of Tyla’s first campaign for Danish jewellery manufacturer Pandora. The singer curated a selection of pieces that reflect her “journey, passions and inspirations.” From minimalist bracelets and chains to Pandora’s signature charms, Tyla’s selection nods to her music and life in South Africa.
A Cherry Blossom charm, for example, alludes to the singer’s breakthrough single, “Water.” “When I see the Cherry Blossom, it reminds me of the hibiscus flower,” she told Elle. “When I released “Water,” I had that flower all over socials, and it was also in my music video. It really reminded me of that shift in my career.”
Meanwhile, a Shark Tooth dangling charm symbolizes Tyla’s South African heritage. The “Push 2 Start” singer also pays homage to her followers with images that show her wearing a necklace with charms that spell “Tyger,” her fandom’s name.
A Personal Story
Pandora expressed their excitement about collaborating with the South African icon. “Through this collaboration, Pandora and Tyla celebrate the power that jewelry holds to capture life’s most unforgettable moments, inspiring a new generation to embrace their unique stories in their own personal expression,” the brand wrote in a press statement.
Tyla, on the other hand shared how the brand resonated with her personal story. “Pandora reminds me so much of home because my mom always made jewelry, and the birthstone charms remind me of the beads I used to have laying around in my house growing up,” said the singer in the same press release. “Whenever our mother wanted us not to bother her, she’d give us a big container of beads and my sisters and I would make friendship bracelets all day.”
Tyla’s Big Year
Tyla has experienced skyrockting success since the release of her single “Water.” In fact, her appointment as Pandora’s brand ambassador comes only a couple of days ahead of her inaugural performance at the Coachella Music Festival, where she will be sharing the spotlight with music superstars such as Lady Gaga, Chali XCX, Missy Elliot, Megan Thee Stallion and Anitta.
In addition to her musical success, Tyla has steadily grown as a style icon, attending major fashion events like the Met Gala and Paris Fashion Week. In May, the singer will join the 2025 Met Gala host committee alongside a list of Black icons that includes Ayo Edebiri, Dapper Dan, Doechii, Edward Enninful and Jeremy O. Harris and more.
