ROSÉ x Tiffany HardWear New Campaign
(Updated: Jul 5, 2022. Scroll down for latest updates.)
“On Thursday, March 10, Tiffany & Co. revealed a new campaign starring Rosé, who was named a brand ambassador back in 2021, and its latest HardWear collection.”
TL:DR Version:
“Less than a year after her first campaign as a brand ambassador for Tiffany & Co., BLACKPINK’s Rosé is back with a new campaign for Tiffany HardWear. She unveiled a new bracelet and necklace which are, fittingly, rose gold.”
—teenvogue.com
“Embodying the bold attitude of the collection, the K-pop singer shows off the new Tiffany HardWear jewellery pieces in a series of photos shot by fashion photographer Mario Sorrenti. Sorrenti famously photographed Kate Moss’s Calvin Klein campaign in the ’90s, and it’s not a stretch to say that his new portraits of Rosé will be similarly immortalised.”
—Tatlerasia.com
“The K-pop musician wears designs highlighted with the house’s iconic gauge link motif, which is inspired by a 1971 bracelet from its archives. Standouts include the new necklace and bracelet made of black titanium, 18k rose gold and diamonds that will be debuting this coming July.”
—hypebae.com
“The pop star wears minimalist fashions to emphasize the collection’s architectural shapes.”
—wwd.com
Continuing her role as Tiffany & Co’s global house ambassador, ROSÉ’s second campaign for Tiffany HardWear was nothing less than the previous first campaign she appeared on less than a year ago. Donning an all-black look for the shoot, ROSÉ’s wardrobe choices really highlighted the jewelry pieces against the black fabric as well as her platinum blonde hair.
ROSÉ for Tiffany & Co. HardWear | Photo Courtesy: Mario Sorrenti for Tiffany & Co.
ROSÉ for Tiffany & Co. HardWear | Photo Courtesy: Mario Sorrenti for Tiffany & Co.
ROSÉ for Tiffany & Co. HardWear | Photo Courtesy: Mario Sorrenti for Tiffany & Co.
ROSÉ for Tiffany & Co. HardWear | Photo Courtesy: Mario Sorrenti for Tiffany & Co.
ROSÉ for Tiffany & Co. HardWear | Photo Courtesy: Mario Sorrenti for Tiffany & Co.
My favorite look is probably the one where she wears the Khaite Yves Rib-Knit Bodysuit paired with the Saint Laurent slim fit tailored trouser and black Anja pumps (see outfit details here). The whole look just exudes simplicity, sophistication and boldness at the same time and they look really good on her.
As excellent as her first campaign was, dare I say (imho) that this campaign is definitely a step up from its predecessor. And Tiffany’s slogan is right. ‘She’s back and bolder than ever.’
Watch the campaign video below and check out the ROSÉ x Tiffany HardWear collection at Tiffany & Co’s website.
UPDATES:
11 March 2022 — A fan posted on Twitter a snippet from the podcast Luxury News Weekly talking about the impact that Rosé had after Tiffany & Co. appointed her as a brand ambassador and the international power K-pop stars are starting to have to influence the buying power of public.
“She single handedly doubled the sales of the collection she was promoting. All by herself. Doubled. It’s kind of unheard of.”
They picked the right brand ambassador and matched the brand ambassador to the correct jewelry. That is not as easy as it sounds.
I love the fact that, with this particular influencer, there are tangible results. Because yes you could’ve driven millions of fans to their page and they would’ve got lots of visits, but at least the visits are converting. So they need to dive deep and find out why it’s converting. Obviously, the influencer has a lot of sway in that. But, one thing about fans is that, her fans kind of remind me of the Fenty fans that would literally put their money where their mouth is. They would go and buy the product. And that’s the kind of thing you want. So well done Tiffany and they need to really treat her very, very well.
She’s got a great internet personality and her followers are great too. And the nice thing about K-pop stars is that they’re really reliable. They’re pretty stable and it’s not popular to be chaotic, unlike in this side of the world, where if you’re not doing something crazy, you don’t make headline. They’re very safe when it comes to their images which makes for great brand ambassadors.
That tells me though, that that means they are look up to as proper role models.”
—Luxury News Weekly Podcast S02 Ep 06
Although I mostly agree with what was discussed in this podcast, I have to note here that there is a part where the hosts were talking about popularity amongst the members of Blackpink, which I personally don't necessarily agree with. I think all Blackpink members are popular in their own ways and have big influences over their fans' purchasing power. If you've followed their roles as brand ambassadors closely, you surely have came across at least one article talking about the positive impact they have on the sales of the respective brands they are representing. But I'll just chalked this up to perhaps inadequate research on their part since at some point, they also alluded to the fact Rose's the only one from the group who has a solo career (which we all know is not true because Jennie and Lisa have released their solo albums, and now we're waiting on Jisoo's solo) and mentioned that Blackpink consisted of "maybe five or so women as part of that group". I know with the numerous amount of K-pop girl groups that are out there, it’s hard to keep up with all the news so I can understand.
Listen to the full episode here (Rosé’s topic started at the 22:24 minute mark and goes ‘til 28:27 minute mark)
31 March 2022 — Tiffany & Co. released a second version of the video campaign. The video was circulating widely on TikTok and Instagram, running as an ad.
2 April 2022 — Tiffany & Co. also a guide of the hardwear line on their Instagram account.
4 April 2022 - The podcast Luxury News Weekly once again discussed about the sales impact that Rosé had for the Tiffany & Co.’s HardWear collection.
“I was very intrigued the first time that Tiffany & Co. decided to use Rosé as one of their brand ambassadors. Not just some generic brand ambassador, but specifically for their line of jewelry called HardWear.
…not long after that, their sales doubled and it propelled HardWear into being from this kind of sub-brand or sub-collection to one of Tiffany & Co.’s main collections. So you have Rosé to thank for that.
Now, they went from using her as an ambassador to partnering with her as a tenured partner for Tiffany & Co. A true representative, okay? Not just some influencer. So, they’re doubling down on a new campaign for HardWear.”
— Luxury News Weekly S02 Ep12“I love the fact that Tiffany is now finally getting back to what they do best. Blackpink’s Rosé, she’s wearing black, she’s got the jewelry on. Beautifully minimalist, the HardWear, the jewelry itself, very, very lovely. Some of the links are actually black, which gives a great nod to Blackpink. Also, when you look at the rose gold jewelry that they’ve used, beautiful, beautiful stuff.”
— Luxury News Weekly S02 Ep12
Listen to the full podcast here (Rosé’s topic started at the 10:30 minute mark and goes ‘til 17:30 minute mark).
10 April 2022 — Tiffany & Co. shared a Spotify playlist ‘Vibe Check’ by ROSÉ that contains songs for the hardwear campaign curated by ROSÉ.
12 April 2022 — Tiffany & Co. released the second video from the campaign on their YouTube channel.
1 May 2022 — Tiffany & Co. is printing ROSÉ x Tiffany HardWear campaign poster.
2 May 2022 — A fan found a video of poster of ROSÉ x Tiffany HardWear campaign being printed.
7 May 2022 — A fan found a video of the printed poster of ROSÉ x Tiffany HardWear campaign.
8 May 2022 — Since the campaign launched, common to what fandoms usually do, Blinks from around the world have started sharing photos of where they saw Rosé’s campaign on billboards (which are a lot by the way). I stumbled upon this tweet that features a clip of somebody documenting a list of places where the campaign have been spotted. I gotta say, it really took lots of dedication to compile all these photos including the locations where these ads are located. Plus I thought the tweet and the clip edit are pretty funny too.
12 May 2022 — Examples of tweets I mentioned above from Blinks.
30 May 2022 - Tiffany & Co. released new campaign photo of Rosé.
ROSÉ for Tiffany & Co. HardWear | Photo Courtesy: Tiffany & Co.
30 Jun 2022 — Tiffany & Co. released new campaign photos of Rosé wearing black titanium gauge chain necklace that features a single 18K rose gold paved diamond link.
“Not only is this the first time a design from the HardWear line is crafted in a material other than gold, the facelift also gives this limited-edition piece a more comfortable quality since titanium is one of the most lightweight materials to be used in jewellery making. The semi-matte finish of the titanium links further ramps up the industrial edge of the gauge link necklace which is based on an archival Tiffany & Co. bracelet design from 1971.”
—femalemag.com.sg
ROSÉ for Tiffany & Co. HardWear | Photo Courtesy: Tiffany & Co.
ROSÉ for Tiffany & Co. HardWear | Photo Courtesy: Tiffany & Co.
2 Jul 2022 — Tiffany & Co. posted new updates on the campaign on their Instagram & Twitter accounts.
