Announced on Wednesday, it’s a smart move by the iconic jewellery brand, and speaks to how influential K-Pop stars like Rosé are around the world and how much buying power younger generations of consumers have in the luxury market.
Being a Tiffany & Co. ambassador is a big deal (amongst their ranks are actors Elle Fanning and Lupita Nyong'o) and it's the latest big get for the New Zealand-born singer and dancer.
With both her solo career and work with Blackpink going from win to win, and influential personal style copied around the world, Rosé also recently graced the cover of Vogue Australia (another antipodean country she has a connection to, moving there from New Zealand as a child).
Rosé's Tiffany & Co. debut sees her fronting the brand's HardWear campaign, donning sculptural jewellery made from 18k yellow and rose gold, with pavé diamonds.
The collection is inspired by a bracelet from the archives, first released in 1981, that nods to industrial design and the beauty of balance all elements of the 2021 HardWear pieces.
2021 promises to be a big year for Tiffany & Co., now owned by luxury conglomerate LVMH, with the jewellery brand announcing on Earth Day that it had reached a milestone US$10 million of donations to the Wildlife Conservation Network from purchases of its Tiffany Save The Wild collection.
