Beyoncé stars in its latest campaign ‘Lose Yourself in Love’ for Tiffany & Co., a fiercely elegant homage to the joy of being one’s unapologetic self – a call to embrace the power of possibility.

“An exploration of fearless creativity. ‘Lose Yourself in Love’ embodies the beauty of self-love and empowered elegance. Beyoncé is an inspiration to so many because she embodies these qualities. We are honored to continue our partnership for the second year in a row and usher in an exciting new era of love,” said Alexandre Arnault, Executive Vice President of product & Communications.

“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,” said Beyoncé.

A Grammy Award-winning icon, wearing Tiffany icons, Beyoncé is a beacon of confidence, wearing the pinnacle expressions of Tiffany & Co.’s jewelry collections including Tiffany T, Tiffany HardWear, Tiffany Knot and the new Tiffany Lock. House icons including pieces from Jean Schlumberger and Elsa Peretti are also featured throughout the campaign. Most notably, the star wears a custom Tiffany HardWear necklace, created specificially for the campaign, which took over 40 hours to assemble and boasts 18k gold links three times the scale of the existing Tiffany HardWear graduated link necklace.

‘Lose Yourself in Love’ reflects Tiffany & Co.’s continued support of underrepresented communities. The newly launched social impact platform, Tiffany Atrium, includes the House’s ongoing partnership with the Carters through the Tiffany & Co. About Love Scholarship Program, in collaboration with BeyGOOD and the Shawn Carter Foundation. In 2021, Tiffany & Co. pledged USD $2M in scholarship funding for students in the arts and creative fields at Historically Black Colleges and Universities (HBCUs) through 2024.