Tiffany & Co. has released its latest campaign, starring powerhouse singer and songwriter Beyoncé in a celebration of individuality, love and universal connection. The Lose Yourself in Love campaign acts as an homage to the joy of being unapologetically yourself – a call to embrace the power of endless possibilities.
“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,” said Beyoncé.
Throughout the campaign, we see the Grammy Award winner wearing iconic Tiffany & Co. collections including Tiffany T, Tiffany HardWear, Tiffany Knot and its latest collection, Tiffany Knot. Iconic pieces from the house including works from Jean Schlumberger and Elsa Peretti also feature.
Of course, the most notable piece found on Beyoncé in the campaign imagery is the custom Tiffany HardWear necklace, crafted for the campaign and made by hand at Tiffany & Co.’s JDIW in New York City. The piece boasts 18k gold links three-times the scale of the existing Tiffany HardWear graduated link necklace.
Alexandre Arnault Tiffany & Co.’s executive vice president of product and communications, says the campaign is and “exploration of fearless creativity” and that it is underscored by self-love and empowerment.
“‘Lose Yourself in Love embodies the beauty of self-love and empowered elegance,” said Arnault. “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.”
The print campaign was shot by Mason Poole, with a soon-to-be-released film created by Grammy Award-winning music video director, Mark Romanek.