Beyoncé Embraces Self-Love in New “LOSE YOURSELF IN LOVE” Campaign With Tiffany & Co.

Beyoncé Embraces Self-Love in New “LOSE YOURSELF IN LOVE” Campaign With Tiffany & Co.

Beyoncé Embraces Self-Love in New “LOSE YOURSELF IN LOVE” Campaign With Tiffany & Co.

Just one year after the famed "About Love" campaign, Beyoncé returns to Tiffany & Co.

Just one year after the famed "About Love" campaign, Beyoncé returns to Tiffany & Co.

Text: Henry Chandonnet

In the second collaboration between Beyoncé and Tiffany & Co., the luxury jewelry brand released their newest campaign, “LOSE YOURSELF IN LOVE.” This campaign focuses on self-love and authenticity, celebrating the joys of being one’s unapologetic self. Coming just one month after the release of Beyoncé’s hit album “RENAISSANCE,” the campaign is sure to make a splash.

Within the campaign imaging, the pop superstar is featured sporting several different lines of Tiffany jewelry. This includes the iconic Tiffany T, Tiffany Knot, the new Tiffany Lock collection, and even a handcrafted piece of Tiffany HardWear made specifically for Beyoncé. This piece took over 40 hours to make and is featured as a centerpiece of the campaign. 

Image courtesy of Tiffany & Co.

The “LOSE YOURSELF IN LOVE” campaign also features explicit connections to the singer’s new album “RENAISSANCE,” in the form of a forthcoming film based on the album-closer “SUMMER RENAISSANCE.” This film is set to premiere later this Fall and stands as one of the few announced visual elements for the album cycle. 

This imaging comes just one year after Beyonce and Tiffany & Co.’s first collaboration, with the 2021 “About Love” campaign. Featuring both Beyoncé and husband JAY-Z, this campaign centered less on the freedom of individuality and more on the love two individuals can hold for one another. Through the “About Love” campaign, Beyoncé became the fourth person ever to wear the storied Tiffany Diamond. This campaign was not without its controversy, though, featuring a Jean-Michel Basquiat painting that had yet to be seen by the public. Many questioned whether the campaign intentionally commercialized and commodified Basquiat’s art. Nonetheless, the “About Love” campaign had a tremendous cultural impact and effectively spread the Tiffany & Co. brand name. 

With the “LOSE YOURSELF IN LOVE” campaign, Tiffany & Co. also continues their commitment to charitable giving. The campaign comes just months after the launch of Tiffany Atrium, a social impact platform meant to aid the creative careers of underrepresented communities. The brand will continue to offer the Tiffany & Co. About Love Scholarship Program, and maintain their annual contributions to HBCUs through 2024. With the campaign’s theme of authentic beauty and the power of our true self, it speaks volumes to see the Tiffany & Co. brand financially embodying this mission.

Credits: All images courtesy of Tiffany & Co.

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