Music industry queen Beyoncé once again participates in Tiffany & Co.’s new promotional campaign “Lose Yourself in Love,” promoting how to be true to oneself, fearlessly and elegantly expressing the most authentic self, sincerely enjoying the joy it brings, and actively embracing the infinite possibilities in life.
Beyoncé showcases a series of Tiffany’s impressive works, including Tiffany T, Tiffany HardWear, Tiffany Knot, and the new Tiffany Lock collection, with a powerful style. Iconic pieces designed by Jean Schlumberger and Elsa Peretti are also featured in the advertisement.
Another focus in the advertisement is on a specially customized Tiffany HardWear necklace. This rare piece is handcrafted and polished for over 40 hours in the Jewelry Design and Innovation Workshop at Tiffany & Co. in New York City, with an 18k gold clasp three times larger than the existing Tiffany HardWear clasp necklace. To commemorate the “Lose Yourself in Love” campaign, this customized Tiffany HardWear necklace will be released in limited quantities.
The print campaign was shot by Mason Poole at Hangar Studios in Los Angeles, while the commercial was shot by Dikayl Rimmasch, with renowned stylists Marni Senofonte and Patti Wilson serving as the styling designers. Thomas Petherick’s set design can serve as a model for research: the beautiful horizontal wide-angle lens contrasts sharply with the family-style speakers and the detailed focus on jewelry and portraits of people.
This promotional campaign also represents Tiffany’s continued support for marginalized communities in society. Tiffany & Co. aims to leverage its social impact platform, Tiffany Atrium, to collaborate with The Carters on the About Love scholarship program in partnership with the Shawn Carter Foundation and BeyGOOD. In 2021, Tiffany & Co. pledged to donate $2 million to the About Love scholarship program, providing scholarships and internship opportunities for students at designated Historically Black Colleges and Universities (HBCUs) in the United States until 2024.
