Luxury jewelry house TIFFANY & CO. and music superstar Beyoncé team up for Lose Yourself in Love film directed by Grammy award winning director Mark Romanek. The video campaign, that was inspired by the iconic Studio 54-era of New York City, celebrates individuality, joy and self-expression. The film was shot on a rare 65mm camera, to evoke vintage Manhattan and the escapism of 1970’s club culture. Emmy Award nominated artist Fatima Robinson was in charge of choreography. For the campaign Beyoncé was styled by Marni Senofonte and Patti Wilson, in head-to-toe custom creations and Tiffany‘s most iconic jewelry collections. Each dancer in the video is also wearing the brand’s jewelry. Beyoncé is wearing Tiffany® Setting engagement ring in platinum with an internally flawless, round brilliant diamond of over 10 carats, as well as pieces by legendary Tiffany & Co. designer Jean Schlumberger. A custom Tiffany HardWear necklace was also created specifically for the campaign.
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“‘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. As of today, the scholarship has been awarded to over 60 qualifying students at Lincoln University in Pennsylvania, Norfolk State University in Virginia, Bennett College in North Carolina, University of Arkansas at Pine Bluff and Central State University in Ohio. Details on the scholarship beneficiaries for the 2022-23 academic year will be announced in the coming weeks.” – from Tiffany & Co.
