Luxury brands tapping Asian celebrities as their brand ambassadors are on the rapid rise, and the latest appointment sees BLACKPINK member ROSÉ as the new global ambassador of jeweller Tiffany & Co.
As probably the most talked-about K-pop girl group, the members of BLACKPINK have been picked to grace campaigns by fashion and beauty brands such as M.A.C Cosmetics and Louis Vuitton. For Tiffany & Co, ROSÉ will debut her new role by fronting the Tiffany HardWear digital campaign.
“I’ve always loved wearing Tiffany jewellery,” shares ROSÉ in a statement. “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. I am very honoured and excited to be a part of the HardWear campaign and I can’t wait for everyone to see it.”
The Tiffany HardWear collection is based on a 1971 bracelet from The Tiffany Archive, which made its first appearance in 2017. It’s inspired by the edge and energy of New York City, with the campaign featuring ROSÉ sporting graphic 18-karat yellow and rose gold link accented with pavé diamonds. The campaign also highlights the collection’s gauge links and industrial shapes – bold designs that play with tension, proportion and balance.
Stay tuned to Tiffany’s channels, as the new HardWear campaign starring ROSÉ will make its global debut on Friday, 23 April 2021.
Photos: Tiffany & Co
