Beyoncé For Tiffany & Co.'s "Lose Yourself in Love" Campaign
Following the release of her critically acclaimed "Renaissance" album, Beyoncé is back in the spotlight with a new campaign for Tiffany & Co. Celebrating individuality and self-acceptance, the "Lose Yourself in Love" ads find Beyoncé modeling the brand's most iconic pieces, including a Tiffany HardWear necklace, created specifically for the shoot, that took over 40 hours to assemble and boasts 18k gold links. Photographed by Mason Poole and styled by Marni Senofonte and Patti Wilson, Beyoncé wears standout pieces like a black LaQuan Smith gown with hip and butt cutouts, as well as a plunging black corset with matching pants.
"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," the "Virgo's Groove" singer said in a statement. Later this season, Tiffany & Co. will debut an accompanying film, soundtracked by Beyoncé's "Summer Renaissance" song and featuring choreography by legendary creative Fatima Robinson.
In the previous Tiffany & Co.'s "About Love" campaign, the brand celebrated the love story of JAY-Z and Beyoncé. The imagery featured Beyoncé wearing a historic 128.54-carat Tiffany yellow diamond with a '60s-inspired Givenchy gown that references Audrey Hepburn's character in "Breakfast at Tiffany's" (1961). The Carters also posed in front of Jean-Michel Basquiat's never-before-seen "Equals Pi" (1982) painting for the couple's first campaign together — and a new creative vision for the jewelry brand under LVMH.
"Beyoncé and Jay-Z are the epitome of the modern love story," Tiffany & Co.'s executive vice president, Alexandre Arnault, said in a press statement at the time. "As a brand that has always stood for love, strength and self-expression, we could not think of a more iconic couple that better represents Tiffany's values. We are honored to have the Carters as a part of the Tiffany family."
As part of Tiffany's partnership with the couple, the brand also pledged $2 million toward scholarship and internship programs for Historically Black Colleges and Universities (HBCUs) through 2024. To date, the scholarship has been awarded to more than 60 students at Lincoln University, Norfolk State University, Bennett College, University of Arkansas, and Central State University.
See all of Beyoncé's Tiffany & Co. campaigns ahead.