The worlds of culture and fashion have collided,” said Alexandre Arnault, Tiffany & Co. executive vice president of product and communications. The fiercely glamorous imagery of the second campaign featuring Beyoncé is very similar to the album art for her recently released “Renaissance,” in which the brand featured Beyoncé. But isn’t culture already in fashion?
“So it made sense for us to tap into this rather than having a complete[ly] different side of Beyoncé,” Arnault said.
The music superstar, who appeared alongside her famous husband Jay-Z in a major Tiffany campaign that debuted last year, returns solo wearing custom clothes by LaQuan Smith, Graham Cruz, Michael Challita and others plus “pinnacle expressions” of Tiffany’s iconic fine jewelry lines Tiffany T, Tiffany HardWear, Tiffany Knot and Tiffany Lock. She also dons select Tiffany pieces by Jean Schlumberger and Elsa Peretti.
Since completing its $15.8 billion purchase of the U.S. jeweler last year, LVMH Moët Hennessy Louis Vuitton has flagged Tiffany’s strong performance with high jewelry the fastest-growing category. Revenues in the group’s watches and jewelry division, which also includes Bulgari, Tag Heuer and Hublot, jumped 13 percent in the second quarter.