Award-winning American singer Beyoncé has teamed up with Tiffany & Co for the luxury jewelry company’s latest campaign, “Lose Yourself in Love.”
As part of the campaign, the singer is wearing a piece from the Tiffany HardWear collection, specially designed for the campaign. With 18k gold links, the piece would have taken over 40 hours to assemble and polish.
“I am honored to continue the partnership with Tiffany & Co. and to explore even more deeply the beauty of our relationships, when we truly celebrate the relationship and the importance of the love we have for ourselves as ‘individuals,'” she said. SHE.
Beyoncé, who just released her seventh solo album, became a Tiffany & Co brand ambassador in 2021.
The partnership was formed shortly after French luxury conglomerate Moët Hennessy Louis Vuitton (LVMH) acquired Tiffany & Co and initially provoked backlash from consumers.
Titled “About Love,” the campaign paid homage to Audrey Hepburn’s performance in the 1961 film Breakfast At Tiffany’s, with Beyoncé wearing a form-fitting black dress and the legendary Tiffany Diamond, a 128.54-carat canary-yellow stone set in a diamond pendant.
Only three women – Lady Gaga, Audrey Hepburn and socialite Mary Whitehouse, had ever worn the Tiffany Diamond. The campaign “made history” in that Beyoncé was the first woman of color to wear the Tiffany diamond.
However, social media users were quick to point out that the diamond was discovered at the Kimberley mine in South Africa in 1877, when the area was still under British colonial rule.
Beyoncé’s decision to wear the Tiffany diamond has been described by some as a tacit endorsement of colonialism, with some social media users declaring the diamond a “blood diamond”.
The Tiffany diamond does not meet the criteria that define a blood diamond, according to the United Nations.
According InitiatedBeyoncé reportedly ignored the diamond story before the campaign launched.
For others – including Washington Post columnist Karen Attiah – the blame lies with Tiffany & Co.
“The ‘About Love’ campaign fiasco with Beyoncé is largely down to Tiffany & Co”, Attiah wrote on Twitter.
“It’s the new familiar trend of white companies using black women’s ‘firsts’ to rebrand themselves as socially conscious – while avoiding meaningfully addressing their troubling history/practices.
“I find it amazing that no one from the Tiffany & Co team or the Beyoncé team said – ‘hey, maybe wearing our huge diamond from the famous colonial Kimberly mine in South Africa is not a good look for a campaign about black love and excellence “.”
Returning to the upcoming “Lose Yourself in Love” campaign, Tiffany & Co. Vice President of Product and Communications Alexandre Arnault said the company was honored to welcome the singer back.
“Beyoncé is an inspiration to many because she embodies those qualities,” he said.
“We are honored to continue our partnership for the second consecutive year and usher in an exciting new era of love.”
A companion film to the campaign is due out in October.
LVMH confident after excellent sales in the second quarter
Tiffany & Co.’s problems persist: Franco-American rivalry sows confusion
LVMH launches a Tiffany campaign with Beyoncé, Jay Z; arouses controversy
Beyoncé, Tiffany and the marketing conundrum
Major changes continue at Tiffany & Co as staff leave