Following the release of her critically praised “Renaissance” album, Beyoncé is back in the spotlight with a new campaign for Tiffany & Co. The “Lose Yourself in Love” ads feature Beyoncé donning the brand’s most renowned pieces, including a Tiffany HardWear necklace designed specifically for the shoot that took over 40 hours to manufacture and contains 18k gold links. Beyoncé looks stunning in a Laquan Smith black gown with hip and butt cutouts and a plunging black corset with matching leggings, photographed by Mason Poole and styled by Marni Senofonte and Patti Wilson.
I am pleased to continue the cooperation with Tiffany and Co. and to explore even more how wonderful our connections are when we truly celebrate the relationship and importance of love that we have for ourselves as people,” the singer of “Virgo’s Groove” said in a statement. Tiffany & Co. will release an accompanying film later this season, with choreography by iconic designer Fatima Robinson and music by Beyoncé’s “Summer Renaissance.
Tiffany & Co. previously recognised JAY-Z and Beyoncé’s love story in its “About Love” ad. Beyoncé was photographed wearing a famous 128.54-carat Tiffany yellow diamond and a ’60s-inspired Givenchy gown that alluded to Audrey Hepburn’s character in “Breakfast at Tiffany’s” (1961). For the couple’s first ad together — and a new creative vision for the jewellery business under LVMH — the Carters also stood in front of Jean-Michel Basquiat’s never-before-seen “Equals Pi” (1982) painting.
Tiffany & Co.’s executive vice president, Alexandre Arnault, remarked in a press statement at the time, “Beyoncé and Jay-Z are the essence of the modern love tale.” “As a company that has long stood for love, strength, and self-expression, there is no more iconic marriage that better reflects Tiffany’s ideals.” We are delighted to welcome the Carters to the Tiffany family.”
Tiffany has contributed $2 million toward scholarship and internship programmes for Historically Black Colleges and Universities (HBCUs) until 2024 as part of its engagement with the Carters. To date, nearly 60 students from Lincoln University, Norfolk State University, Bennett College, the University of Arkansas, and Central State University have received the scholarship.