Beyoncé’s new Tiffany & Co. campaign is flawless.
Beyoncé unveiled new photos and videos from the ‘LOSE YOURSELF IN LOVE’ campaign on Friday, which shows the superstar wearing blinged-out pieces from the timeless brand.
The “Break My Soul” singer rocks jewelry from the Tiffany T, Tiffany HardWear, Tiffany Knot and the new Tiffany Lock collections, including a custom Tiffany HardWear necklace created exclusively for the campaign and over 40 took hours to make.
“I am honored to continue working with Tiffany & Co. and explore even more deeply how beautiful our connections are, when we truly celebrate the relationship and importance of love we have for ourselves as individuals,” said Queen B in a press release.
Although this campaign has just launched, Beyoncé’s previous work with the iconic jewelry brand has been controversial.
Last year, Beyoncé and her husband, Jay-Z, 52, starred in the brand’s “About Love” campaign, in which hitmaker “Halo” donned the 129-carat yellow Tiffany Diamond unearthed in a South African mine. in 1877 and famously worn by Audrey Hepburn in a publicity shoot for “Breakfast at Tiffany’s.”
The pair posed next to a never-before-seen painting by Jean-Michel Basquiat in Tiffany’s traditional shade of blue; however, the campaign backfired on the Basquiat, with the late artist’s friends saying they were “horrified” by “the commercialization and commodification” of the anti-capitalist artist.
Others, meanwhile, argued over the origin of the overwhelming stone.
“This is not just ‘a necklace’, it is a blood diamond extracted from the blood of South Africans. If they did not meet their quota, their hands and feet were mutilated or simply killed [sic]’ one person tweeted at the time.
B’s mom, Tina Knowles-Lawson, rushed to the pop star’s defense and defended the “Lemonade” singer by writing on Instagram, “How many of you socially conscious activists own diamonds? I thought so! Well, guess what you were going to try to see where the diamond came from?probably not [sic]!”