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| Image credit: roses_are_rosie/ Instagram |
The first Lock campaign from luxury jewelry company Tiffany & Co. of New York was released in the US in September 2022, but the collection didn't go global until 2 January 2023. Additionally, Rosé of BLACKPINK shines as the collection's global face.
The K-pop diva poses for several photos wearing chic bangles from the jeweler's gender-neutral collection, looking like a dreamy vision in a tiny black dress.
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| Image credit: Tiffany &Co. / Instagram |
Rosé is depicted as the face of this new advertising campaign wearing gleaming diamond bracelets with the lock mechanism. The co-ambassador for Tiffany & Co. also strikes a romantic stance with a male model, highlighting the inclusive theme of the line. The Lock campaign once more personifies the delicate elegance and bold modern spirit of the jewellery maison. It also highlights the brand's design versatility and lays the way for later this year's addition of new elements like rings, earrings, and necklaces.
Since April 2021, Rosé has served as one of Tiffany & Co.'s global ambassadors. She made her public debut as the brand's face with the Tiffany Hard Wear Collection. She is now on a global tour in support of BLACKPINK's Born Pink album.
Tiffany & Co. combed through their archives for this campaign. The inspiration was the brand's enduring padlock design, which dates back to the 1800s. The company at the time produced functional padlocks to lock up dog collars and safeguard personal information. However, it changed the technique and added it to jewelry over a decade later, including padlock brooches and bracelets.
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| Image credit: Tiffany &Co. / Instagram |
Tiffany & Co. brought back the padlock mechanism into pendants in the 1990s; the Heart and Key pendant is a prime example. It came with a genuine gold key and a silver heart pendant with a gold keyhole. Since that time, the Lock has been an essential component of the Tiffany & Co. brand.
The new collection includes a novel, attractive lock closing that the maison has created; it swivels and clasps in place, reflecting the ideal fusion of functionality and the distinguishing design of Tiffany & Co.
It includes bangles in various designs made of yellow, rose, and white gold and either with or without diamonds. Diamonds are optional, but always recommended when it comes to Tiffany Lock, according to a brand Instagram post.
