Pandora's Short Film Series Celebrates the Invaluable Power of Sisterhood

VIRTUE and filmmaker Irene Baqué reveal the latest global campaign for jewellery brand Pandora that highlights the invaluable need for women to support each other to provide strength, resilience and confidence.

Directed by award-winning film director Irene Baqué, the three-part short film series presents a group of strong voices and describes what different forms of sisterhood mean to women at different times in life, and how these relationships help them grow and develop. 

"Through my work with the films, I hope to give a voice to these women and the issues and topics that are important to continue talking about so that we can make a positive difference in our world," Irene explains “These women gain strength both in themselves and in the community they have together, and are proof that it is incredibly important to be surrounded by women.”

One of the short films Soul Swimmers is about The Blue Tits, a 15-strong group of women from different ages and backgrounds that are united by their love for wild swimming. They meet not only to have a refreshing swim in the cold water, but also to support each other in their respective challenges in life through their shared strength as women.

Sisters Sounds is about Creole Cutsan all-female collective made up of DJs and creatives celebrating the sound of their Caribbean Heritage. Their passion for discovering their caribbean identity through records and music is what unites them - creating a safe space of exploration and learning with the help of each other.

For Generations shows four generations of women from the same family who stand together on the challenges of life as a mother and its ups and downs. The short film documents how Chaneen, mother of two daughters, is able to navigate everything that comes with motherhood because of the sisterhood she finds in the women of her family.

Rozina Bashir, senior strategist at VIRTUE, adds: “For this campaign our aim was to work with female writers and filmmakers, giving them a platform for creating content with a focus on real women and real interests. Our hope is that these short films showcase how women support, encourage, and champion each other everyday, and will inspire women all around the world.”