This month Tiffany & Co. have introduced its newest campaign “Lose Yourself In Love”. A fiercely elegant homage to the joy of being one’s unapologetic self and a call to embrace the power of possibility. No one is more fitting to star in the campaign than Beyoncé who in September celebrates her 41st birthday.
“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 honoured to continue our partnership for the second year in a row and usher in an exciting new era of love,” says Alexandre Arnault, Executive Vice President of Product & Communications.
The new campaign arrives after the pop star’s earlier appearance in the brand’s “About Love” campaign starring husband, Jay-Z. “I am honoured 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 adds.
The campaign was shot at the iconic Hangar Studios in Los Angeles by Mason Poole with styling from Marni Senofonte and Patti Wilson. Behind various backdrops designed by Thomas Petherick in a study of scale, Beyoncé wears some of the most coveted styles from the Tiffany & Co. jewellery collections. Think Tiffany T, Tiffany HardWear, Tiffany Knot and the new Tiffany Lock. House icons including pieces from Jean Schlumberger and Elsa Peretti, two designers who were famous for self expression, are also featured throughout the campaign. Most notably, the star wears a custom Tiffany HardWear necklace, created specifically for the campaign.
The newly-designed piece was spectacularly handmade at Tiffany & Co.’s JDIW in New York City and boasts 18k gold links three times the scale of the existing Tiffany HardWear graduated link necklace. Just a limited number of this style will be released for purchase in homage to the new campaign.
To accompany the print campaign is a forthcoming film centred around Beyoncé’s new hit song “SUMMER RENAISSANCE” which will release later this season. Three-time Grammy Award-winning music video director Mark Romanek led the creation of the film which is inspired by New York City in the Studio 54 era. The dance-fuelled video is choreographed by Emmy-award nominated artist, Fatima Robinson.
In addition, Tiffany & Co. will continue to support underrepresented communities during this campaign by way of the newly-launched social impact platform, Tiffany Atrium. This includes an ongoing partnership with the Carter’s Tiffany & Co. About Love Scholarship Program, in collaboration with BeyGOOD and the Shawn Carter Foundation. In 2021, Tiffany & Co. pledged USD $2 million in scholarship funding for students in the arts and creative fields at Historically Black Colleges and Universities (HBCUs) through 2024. As of today, the scholarship has been awarded to over 60 qualifying students at Lincoln University in Pennsylvania, Norfolk State University in Virginia, Bennett College in North Carolina, University of Arkansas at Pine Bluff and Central State University in Ohio.