Lose Yourself in Love – Tiffany & Co. Brand Campaign



Tiffany & Co. announced today that legendary powerhouse and ultimate modern-day woman, Beyoncé will star in its latest campaign celebrating individuality, love, and universal connection. 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.

“An exploration of fearless creativity. “LOSE YOURSELF IN LOVE” embodies the beauty of self-love and empowered elegance. Beyoncé is an inspiration to so many because she embodies these qualities. We are honored to continue our partnership for the second year in a row and usher in an exciting new era of love.” – Alexandre Arnault, Executive Vice President of product & Communications.

“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.

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 specificially 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.”