Tiffany & Co. of New York launched the first Lock campaign in the United States in September 2022, but the collection did not go global until January 2, 2023. Rosé of BLACKPINK dazzles as she becomes the collection's global face.
Rosé, the face of this new campaign, is seen wearing gleaming diamond bracelets with the lock mechanism. The Tiffany & Co. co-ambassador also poses with a male model, emphasizing the collection's inclusive message. The Lock campaign, once again personifying the jewellery maison's delicate femininity and bold modern spirit, celebrates the brand's design versatility and paves the way for new inclusions such as rings, earrings, and necklaces to be added later this year.
Rosé has been one of Tiffany & Co.'s global ambassadors since April 2021, and she made her debut as the brand's face with the Tiffany Hard Wear Collection.
The K-pop star is a dreamy vision in a little black dress, appearing in a number of photographs wearing sleek bangles for the jeweller's gender-fluid collection.
Tiffany & Co. dug deep into its archives for this campaign. The muse was the brand's iconic padlock motif, which dates back to the 1800s. At the time, the company produced functional padlocks to help protect personal information and dog collars. However, it modified the system and incorporated it into jewelry such as bracelets with padlock clasps and padlock brooches over a decade later.
Tiffany & Co. reintroduced the padlock mechanism into pendants in the 1990s, with the Heart and Key pendant being a classic example. It came with a real gold key and a silver heart pendant with a gold keyhole. The Lock has since become an indelible part of the Tiffany & Co. brand.
The new collection includes a new stylish lock closure reinvented by Tiffany & Co. that swivels and clasps in place, marking the perfect blend of functionality and Tiffany & Co. style.
It consists of bangles in yellow, rose, and white gold, with or without diamonds. According to a Tiffany Lock Instagram post, "when it comes to Tiffany Lock — diamonds are optional, but always encouraged."