Tiffany & Co. Debuts Beyoncé-Fronted Anthem Film of Its Latest Campaign
“Lose Yourself in Love” is a Studio 54-inspired celebration of joy and self-expression.
Following the September launch of its “Lose Yourself in Love” campaign, Tiffany & Co. has now released the accompanying anthem film, headlined by none other than Beyoncé. Directed by filmmaker Mark Romanek, who has won multiple Grammy Awards for his work on music videos for Johnny Cash, and Michael and Janet Jackson, the film is an exuberant exploration of individuality, love and connection.
“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.
The result of a shared vision between the brand and Queen Bey and set to “Summer Renaissance”, the finale track of her latest album, Renaissance, the powerful film evokes Manhattan’s club culture from the 1970s and the legendary Studio 54 era. Numerous icons from Tiffany & Co. jewellery collections can be spotted throughout the minute-long film: Beyoncé wears a Tiffany Setting platinum engagement ring, set with an internally flawless round brilliant-cut diamond of more than 10ct; pieces by legendary jewellery designer Jean Schlumberger; and a custom Tiffany HardWear necklace created specifically for the campaign at the brand’s Jewellery Design and Innovation Workshop in New York City.
This custom Tiffany HardWear necklace took over 40 hours to assemble and polish by hand and is composed of 18K gold links that are three times as large as the existing Tiffany HardWear graduated link necklace. A limited number of the large-scale necklaces will be available for purchase, in honour of the “Lose Yourself in Love” campaign.
Through choreography by Emmy Award-nominated Fatima Robinson, members of the 90-strong film cast also show off iconic jewellery from Tiffany & Co., such as pieces from Tiffany T, Tiffany Knot, and the latest Tiffany Lock, as well as designs conceived by Elsa Peretti — altogether an energetic ode to fearlessness and creativity.
