Directed by Grammy winner Mark Romanek and choreographed by Fatima Robinson, the campaign's dream team created an awe-inspiring film that celebrates individuality and self-expression.
Beyoncé makes for the perfect face of the campaign. As a powerful woman and entertainment icon, she embodies the message that for love to be strong, you have to first love yourself. Shot on a rare 65mm camera, the film pays homage to New York City's Studio 54 days. The iconic 1970s club setting has an exhilarated spirit and offers an escape away from reality with Beyoncé at the center of it all. The film is set to "Summer Renaissance", the hit final song on Beyoncé's top-charting Renaissance album, which puts a modern twist on the disco aesthetic. Furthermore, the 90-member cast is unabashed confidence, creating a safe place for self-expression.
The "Lose Yourself in Love" campaign was styled by Marni Senofonte and Patti Wilson who put both Beyoncé and the dancers in iconic Tiffany & Co. jewelry. Queen Bey stands out in head-to-toe custom creations that shimmer and shine in luxury. The Tiffany Setting 10 carat engagement ring and custom HardWear necklace she wears are gorgeous and truly fit for a queen.
Many of the styled pieces are from the campaign’s HardWear Collection, which is inspired by bold energy and gauge links. The links may be individual pieces, but lock together to create a bigger picture— similar to how true love is only as strong as the love for oneself.
True to the brand's spirit, the "Lose Yourself in Love" campaign reflects Tiffany & Co.'s continued philanthropic work. Its ongoing work with the Carter family has helped boost the work by the About Love Scholarship Program, BeyGood and the Shawn Carter Foundation, which team to funding and support students in art programs at Historically Black Colleges and Universities.
Watch the "Lose Yourself in Love" anthem film for inspiring confidence and to see the radiant Queen Bey shining in diamonds. You can also visit Tiffany's website for more information about the HardWear Collection.