Capturing the escapism and vibrancy of 1970’s club culture in Manhattan, Tiffany & Co.’s new campaign ‘Lose Yourself In Love’ features pop-culture icon and singer Beyoncé, the accompanying film set to the finale track ‘Summer Renaissance’ from her lauded album Renaissance. Drawing on a sample from Donna Summer’s everlasting ‘I Feel Love’, ‘Summer Renaissance’ epitomises the soul of New York City, a place Tiffany & Co. has long called home.
Styled by Marni Senofonte and Patti Wilson for the campaign, Beyoncé wears head-to-toe custom creations and iconic pieces from the luxury house. These include a Tiffany Setting engagement ring in platinum with an internally flawless, round brilliant diamond of over 10 carats and pieces by legendary Tiffany & Co. designer Jean Schlumberger. The dancers in the film also wear Tiffany & Co. adornments in unexpected and innovative ways, making a whimsical case for the unconventional use of jewellery.
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Through Grammy-Award-winning director Mark Romanek’s interpretation, the campaign film evokes the Studio 54-era thriving disco in New York City, showcasing joyful expression and Tiffany & Co.’s creative prowess.
‘Lose Yourself In Love’ is also a reflection of Tiffany & Co.’s ongoing partnership with Beyoncé and husband Jay-Z. Titled Tiffany Atrium, the initiative funds scholarships for students in creative fields at historically black colleges and universities to serve underrepresented communities better.
Ultimately, the campaign is an amplification of Tiffany & Co.’s enduring brilliance and uplifting ethos. The custom Tiffany HardWare necklace created for the campaign will be available to purchase — a true collector’s item that, like the respective legacies of Tiffany & Co., Beyoncé, and New York City, will continue to endure.
