Goodbye Audrey Hepburn, hello Beyoncé and Jay-Z! Couple confirmed as new faces of Tiffany & Co. alongside Anya Taylor-Joy and Eileen Gu as LVMH targets fickle millennial shoppers

Aug 13 , 2021

===PHOTO CAPTURED ONLINE=== Power couple Beyoncé and Jay-Z. Instagram / @beyonce

Gucci became a top Gen Z brand thanks to creative director Alessandro Michele’s embrace of streetwear and pop culture – now LVMH is trying a similar trick

‘Not your mother’s Tiffany’ announces the latest ads, signalling the ‘fusty’ days of Audrey Hepburn are over – but will Bey and Jay’s endorsement really help?

Beyoncé and Jay-Z are the new faces of iconic jewellery brand Tiffany & Co.

The couple will work as ambassadors for the brand, along with The Queen’s Gambit actress Anya Taylor-Joy and Olympic skier and model Eileen Gu, who recently became a spokesperson for Victoria’s Secret. The news was announced in a video interview with Beyoncé by Harpers Bazaar this week.

Beyoncé and Jay-Z are one of the music industry’s most enduring power couples. Photo:@beyonce/Instagram

Nearly 200-year-old jewellery chain Tiffany’s is undergoing a rebrand under the leadership of French luxury retail conglomerate LVMH, which finally acquired the company in January 2021 after backing out of the deal the year before.

LVMH has been updating Tiffany’s marketing, stepping away from its signature blue brand image to give it a more edgy, modern look.

This is evidenced in its new ad campaigns, plastered around New York and Los Angeles, titled: “Not your mother’s Tiffany.” Dressed down models in jeans and tank tops stand against a white background wearing items from its jewellery collection. The campaign feels more like American Apparel than anything you would expect from Tiffany’s before.

According to Business of Fashion, citing comments on social media, this campaign has angered some shoppers who say that the new is look is alienating the most loyal fans who remember it best for its Audrey Hepburn Breakfast at Tiffany’s days. But some analysts feel differently.

Audrey Hepburn’s role in Breakfast at Tiffany’s did much to ensure the New York brand’s legacy for decades to come. Photo: Paramount Pictures

“I think making Tiffany more in sync with the times is a smart move,” said Bernstein senior research analyst Luca Solca. “We were counting that LVMH would know how to inject more content into Tiffany’s marketing, so that the brand could be more relevant to consumers. I don’t believe brands that go through this evolution risk alienating their core audiences – look at Gucci, for example.”