Tiffany enlists Beyoncé and Jay-Z’s help in attracting younger buyers – will that backfire? | Fashion

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Beyoncé became the first black woman to wear the famous Tiffany yellow diamond, in the jewelry company’s latest attempt to rebrand herself to a younger and more diverse audience.

The musician sports the ‘priceless’ 128.54-carat stone alongside her husband Jay-Z in a new ad campaign for Tiffany & Co. Beyoncé is the fourth woman and the first black woman to wear the diamond in addition to a century.

The ad rollout will last for a year and will include a short film in which Beyoncé will sing Moon River, a nod to Audrey Hepburn in the 1961 hit film Breakfast at Tiffany’s.

Beyoncé follows in the footsteps of Audrey Hepburn and Lady Gaga by wearing the famous jewel, which was obtained by Charles Tiffany after being discovered in South Africa in 1877. Lady Gaga was the third woman to wear the stone at the 2019 Oscars.

Gal Gadot will wear it next, in the much-delayed film Death on The Nile, which is due out next year.

The new campaign will also take over from digital billboards in Time Square in New York City, reports Women’s Wear Daily. Some campaign photos also show the Carters posing in front of Jean-Michel Basquiat’s Equals Pi, a 1982 work rarely seen in public, according to Tiffany.

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The ads are part of a global campaign by the new owners of Tiffany, the French super conglomerate LVMH (which owns Louis Vuitton, as well as Rihanna’s Fenty line), to modernize its appeal to a younger clientele.

Millennials and Gen Z are now the biggest spending cohorts in fashion and luxury, according to McKinsey & Company. Z is the generation most “willing to pay a little more for products made by companies that share [their] values, ”according to Anita Balchandani, McKinsey leader in apparel, fashion and luxury.

Beyoncé and Jay-Z’s current ads have played out like an old-fashioned album campaign, but the first turning point in the company’s rebranding came in May when it launched its very first rings. engagement for men. The company called the seals a “bold, modern departure from the traditional alliance.”

In practice, the reason for men’s rings could have been the resumption of nuptials – it was estimated that 2021 would be the most important year for weddings in decades. But it was also a shrewd nod to the rise of men’s jewelry – led by gender neutral Gen Z icons such as Harry Styles, Lil Nas X and Connell of the BBC’s Normal People, whose chain necklace won her own Instagram page.

A few months later, in July, the company launched a poster campaign featuring two disgruntled, brooding-looking teens and Tiffany bling, accompanied by the slogan “Not Your Mother’s Tiffany” (other slogans included “This is not an old school “and” Tell me the silver date again … we challenge you “). The commercials, which recalled the controversial posters of the original 2008 television series Gossip Girl, attempted to standardize the brand, by pairing luxury jewelry (a sterling silver link necklace, which sold for $ 2,600, and a bracelet that sold for $ 1,575) with the relaxed denim style of the featured models.

But the Ok Boomer-minded ad sparked outrage online, including on the brand’s own Instagram account, with comments like “The name Tiffany is getting cheaper with this campaign” and “Tiffany had class… now it seems he’s losing this “.

The formula of pitting generations against one another is straight out of the playbook of the denim industry, whose debate over skinny jeans vs. baggy jeans dividing age groups has been the subject of much. advertisement on TikTok.

Over the summer, the founder of luxury marketing firm La Vita E Bella told The Business of Fashion: “A challenge for these heritage brands. [is] every time they try to get cool they end up alienating part of their core base… it’s a fine line that you have to walk, you can’t just get cool.

The new commercials, titled About Love, star in another ongoing soap opera: Mr. and Mrs. Carter. The ads continue to re-establish Beyoncé and Jay-Z’s public partnership. After the commercial and critical success of their 2016 album Lemonade (widely believed to be about the tensions in their marriage), the couple embarked on a joint tour and released an album, The Carters, as a duet in 2018.

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