Tiffany & Co. and the QUEEN BEE, Beyoncé have teamed up for the “Lose Yourself in Love” campaign.
The result of a close collaboration and a 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.
Beyoncé said:
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.
A Grammy Award-winning icon, wearing Tiffany icons, Beyoncé is a beacon of confidence, wearing the pinnacle expressions of Tiffany & Co.’s jewelry 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—two designers, who like Beyoncé, were pillars of fearless self-expression during their time. Most notably, the star 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.”
The print campaign was shot at Hangar Studios in Los Angeles by Mason Poole, with video by Dikayl Rimmasch, with styling from Marni Senofonte and Patti Wilson. The set design by Thomas Petherick is a study in scale: epic wide landscape shots feature house-sized speakers in contrast to tight jewelry portraits set in smaller, intimate vignettes.
“LOSE YOURSELF IN LOVE” reflects Tiffany & Co.’s continued support of underrepresented communities. The newly launched social impact platform, Tiffany Atrium, includes the House’s ongoing partnership with the Carters through the Tiffany & Co. About Love Scholarship Program, in collaboration with BeyGOOD and the Shawn Carter Foundation. In 2021, Tiffany & Co. pledged USD $2M 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. Details on the scholarship beneficiaries for the 2022-23 academic year will be announced in the coming weeks.
