Mr. and Mrs. Carter are feeling a bit blue—Tiffany blue, that’s.

Harper’s Bazaar‘s new September “Icons” challenge, which was launched on Tuesday, has revealed that cowl star Beyoncé and her husband Jay-Z are the brand new faces of Tiffany & Co. The star duo will seem within the subsequent advert marketing campaign for the long-lasting American jeweler, which was acquired by LVMH Moët Hennessy Louis Vuitton in January. Tiffany furnished jewels for all three of Beyoncé’s rodeo and Texas-themed covers for the publication, and is the only real sponsor of the September challenge.

Harper’s Bazaar editor-in-chief Samira Nasr unveiled the splashy new challenge on “CBS This Morning.” Past the covers, the singer’s editorial unfold reveals her styled within the likes of Givenchy, Balmain, Gucci and the most recent releases from her Ivy Park-Adidas collaboration. The intent was to pay homage to Beyoncè’s upbringing within the Lone Star State. “We have been impressed by the tradition and swag of the Houston rodeo,” she advised the journal. “This assortment is a mix of my childhood rising up in Texas and a little bit of American historical past. I grew up going to the Houston rodeo yearly. It was this superb, various and multicultural expertise the place there was one thing for each member of the household.”

Beyoncé and Jay-Z, after all, are not any strangers to teaming up with luxurious’s greatest gamers. In February, LVMH purchased a 50 p.c stake within the rapper’s common Champagne model, Armand de Brignac. The bubbly label has offered greater than 500,000 bottles in 2019, in accordance with CNBC.

In the meantime, Tiffany & Co’s new high-profile marketing campaign begins at an auspicious second for the jeweler. Based on Forbes, the model is poised to double its gross sales over the subsequent 5 years below LVMH administration. The posh conglomerate believes Tiffany has but to totally faucet its international potential. Proper now, the model is closely depending on revenues generated in america, which accounted for a reported 43 p.c of complete gross sales in 2019. The Asia-Pacific market accounted for less than 28 p.c of gross sales. That’s a discrepancy that LVMH, which has a robust presence in Asia, believes it could treatment.

For now, the jeweler should be content material with a megawatt partnership with music’s strongest couple. As for Beyoncé, who turns 40 in subsequent month, she say her want is for the subsequent decade of her life to be “enjoyable and stuffed with freedom.” We think about it should additionally embrace a Tiffany field or two.

Tiffany & Co. didn’t instantly reply to Robb Report‘s request for remark.



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