The ladies of BLACKPINK continue to helm K-pop’s takeover of the fashion industry. Boasting high-profile associations with the world’s most famous luxury houses, the group has snatched major milestones over the years and 2023 doesn’t seem to be any different. Kicking off the year on a high note, Rosé stars in Tiffany & Co.’s latest Tiffany Lock global campaign.
Rosé’s Tiffany Lock
On January 2, the luxury American jeweler Tiffany & Co. announced the launch of their Tiffany Lock collection. Previously presented last September in the United States, the collection pays homage to the house’s heritage and introduces a new swiveling mechanism to open and close the designs.
Fittingly for a collection that mixes traditional house codes and innovation, the global campaign is headlined by brand ambassador Rosé — member of the K-pop sensation BLACKPINK. The singer, who embodies the modern Tiffany & Co. woman to a tee, appears in audiovisual material styled in diamond Lock bangles. Rosé brings out her unique energy, “aligned with the ethos of Tiffany Lock,” as she highlights the versatility of the brand’s first all-gender jewelry collection.
Rosé and Tiffany & Co., a Match Made in Fashion Heaven
Tiffany & Co.’s most recent launch is not Rosé’s first collaboration with the brand. Since her appointment as brand ambassador on April 21, 2021, the singer has fronted several campaigns for the celebrated jeweler and graced many of their events. From becoming the face of the Tiffany HardWear line to stealing the show at the jeweler’s “Vision & Virtuosity” exhibition in London, Rosé has nailed each of her appearances as a brand representative.
After joining the French conglomerate LVMH in early 2021, Tiffany & Co. has undergone a rebrand that has put pop culture on center stage. With her and her group’s reputation, Rosé has been an essential part of this modernization. Talking about their cultural engagement strategy, Tiffany & Co.’s Executive Vice President of Product and Communication, Alexandre Arnault, previously shared, “Tiffany has been part of pop culture for 185 years and we plan to continue with that forever, whether that’s with Beyoncé, or with Rosé.”
Undoubtedly, in lending her image to the jewelry luxury brand, Rosé has contributed to keeping the brand’s legacy alive and breathing new life into the luxury jeweler — quite frankly, a match made in fashion heaven!
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