Tiffany & Co. has announced member of girl group BLACKPINK and solo artist, ROSÉ, as its new global ambassador. ROSÉ, who has become one of the most idolized young women in music and fashion, will debut her new role in the 2021 Tiffany HardWear digital campaign.
“I’ve always loved wearing Tiffany jewelry. To be part of an iconic brand that has been part of my life for a long time makes it that much more special to me,” says ROSÉ. “I am very honored and excited to be a part of the HardWear campaign and I can’t wait for everyone to see it.”
Based on a 1971 bracelet from The Tiffany Archive and having debuted in 2017, Tiffany HardWear is inspired by the edge and energy of New York City. The campaign highlights the collection’s gauge links and industrial shapes—bold designs that play with tension, proportion and balance.
Emanating strength and confidence, ROSÉ wears the collection’s graphic 18k yellow and rose gold links accented with pavé diamonds. Tiffany chose ROSÉ to star in the new campaign for her bold personality and modern style influence—as someone who embodies the attitude and identity of the collection.
The campaign makes its global debut across Tiffany’s channels on Friday, April 23.