Tiffany & Co has debuted the anthem film to its Lose Yourself in Love campaign starring the ultimate modern-day woman, Beyoncé. Directed by Grammy Award-winning director Mark Romanek, the film is an upbeat celebration of individuality, joy and self-expression.
Inspired by the iconic Studio 54-era of New York City, the film is set to Summer Renaissance, the finale to Beyoncé’s latest globally lauded album, Renaissance, which samples Donna Summer’s 1977 disco hit, I Feel Love. The campaign reveals Beyoncé in all her glory as a transcendent female icon, personifying that true love is only as strong as love for oneself. The campaign also reflects Tiffany & Co’s continued support of underrepresented communities.
The film, shot using a rare 65mm camera, evokes vintage Manhattan and the escapism of 1970s club culture with a modern twist and Beyoncé at its epicentre. The euphoric energy is brought to life with a cast of 90 members, through choreography by highly sought-after Emmy Award-nominated artist Fatima Robinson.
Styled by Marni Senofonte and Patti Wilson, Beyoncé sports Tiffany’s most iconic jewellery collections, with an inclusive group of dancers also sporting jewellery from the maison in unexpected ways.
Some of Beyonce’s more mouthwatering pieces include a Tiffany Setting engagement ring in platinum with an internally flawless, round brilliant diamond of over 10 carats, creations by legendary designer Jean Schlumberger. A custom Tiffany HardWear necklace was created specifically for the campaign and will be available for purchase should you feel inclined to recreate her look.
Watch the video below:
This article first appeared on Oct 17, 2022 in The Edge Malaysia.