Tiffany & Co. has unveiled a new campaign “Lose Yourself In Love” starring Beyoncé.
This is the latest reveal in a close partnership and shared vision between the star and Tiffany & Co. “Lose Yourself In Love” is a fiercely elegant homage to the joy of being one’s unapologetic self – a call to embrace the power of possibility.
“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,” says Beyoncé.
The film and images feature the iconic pop star wearing a series of Tiffany & Co.’s jewellery collections including Tiffany T, Tiffany HardWear, Tiffany Knot and the new Tiffany Lock. House icons including pieces from Jean Schlumberger and Elsa Peretti are also featured throughout the campaign.
The star also wears a custom Tiffany HardWear necklace, created specifically for the campaign. The piece took over 40 hours to assemble and polish by hand 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. A limited quantity of these large-scale necklaces will be available for purchase in commemoration of “LOSE YOURSELF IN LOVE.”
A film centred around Beyoncé’s latest hit song, “SUMMER RENAISSANCE” will also launch later this fall and embodies the carefree, joyous spirit of the album as a whole.
“LOSE YOURSELF IN LOVE” launches globally in print and digital on September 2 and will be amplified through global media activations starting September 9. The accompanying film will launch on Tiffany.com in October 2022.