Tiffany & Co. launches new campaign with Beyoncé

By

Jennifer Braun

Published
Sep 4, 2022

New York-based jeweler Tiffany & Co. announced on Friday a new campaign with superstar Beyoncé highlighting the brand’s most iconic collections. 

Dubbed 'Lose Yourself in Love', the campaign is described as “a fiercely elegant homage to the joy of being one’s unapologetic self.” As part of the campaign, the music icon models a number of the brand’s latest designs including the Tiffany Lock, which features an innovative clasp and diamonds that are hand set by Tiffany master artisans. 

Beyoncé is also captured wearing items from the Tiffany T collection, as well as the Tiffany Diamond Jewelry where she wears a suite of scintillating designs including Tiffany & Co. Schlumberger bracelets, diamond earrings and a platinum necklace with diamonds totaling over 48 carats. In celebration of the latest campaign, a custom Tiffany HardWear necklace was also created specifically for Beyoncé. 

The new campaign with Tiffany & Co. follows Beyoncé’s triumphant return to music. She released her seventh studio album Renaissance at the end of July. The campaign will also feature a forthcoming film by music video director Mark Romanek, which is based on Renaissance cut Summer Renaissance. It will premiere in October on Tiffany.com.

The American jeweller first teamed up with superstars Beyoncé and Jay-Z, in April 2021 with the launch of the 'About Love' campaign. The campaign was accompanied by the 'About Love' film, created by acclaimed director Emmanuel Adjei featuring a musical performance of the classic song Moon River reimagined with vocals by Beyoncé and captured by Jay-Z.

“I am honored to continue the partnership with Tiffany and Co. and to explore even deeper how beautiful our connections are, when we truly celebrate the relationship and importance of love that we have for ourselves as individuals,” Beyoncé said in a press release. 

Alexandre Arnault, Tiffany & Co.’s executive VP of product & communications, added, “An exploration of fearless creativity, Lose Yourself In Love embodies the beauty of self-love and empowered elegance. Beyoncé is an inspiration to so many because she embodies these qualities. We are honored to continue our partnership for the second year in a row and usher in an exciting new era of love.”