Grammy-winning producer Rich Harrison played all the instruments on this song, including the sequencers and the congas. The album was delayed several times to capitalise on the success of Nelly's single "Dilemma" which featured former Destiny's Child member Kelly Rowland, which allowed Beyoncé to record more songs for the album, including Crazy in Love. Following the commercial and critical success of her 2016 album Lemonade (widely assumed to be about tensions in their marriage), the couple embarked on a joint tour and released an album, The Carters, as a duo in 2018.In mid-to-late 2002, Beyoncé had already started recording for her debut solo studio album that would become Dangerously in Love, which was originally planned to be released in October of 2002. The ads continue the re-establishment of the public partnership of Beyoncé and Jay-Z. The new adverts, entitled About Love, play into another ongoing soap opera: that of Mr and Mrs Carter. It’s a fine line one has to walk, you can’t just get cool.” Over the summer, the founder of the luxury marketing firm La Vita E Bella told The Business of Fashion: “A challenge for these heritage brands whenever they try to get cool they end up alienating some of their core base. The formula of pitting generations against each other is straight out of the playbook of the denim industry, whose skinny jeans v baggy jeans debate dividing age groups has been playing out to much publicity on TikTok. August 23, 2021īut the Ok Boomer-spirited advert sparked outrage online, including on the brand’s own Instagram account, with comments like, “The Tiffany name is becoming cheaper by the minute with this campaign” and “Tiffany had class. Licensed by Artestar, New York /bTGZUts4DU- Tiffany & Co.
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The adverts, which recalled the controversial posters for the original Gossip Girl TV series from 2008, attempted to normalise the brand, matching luxury jewelry (a sterling silver chainlink lock necklace, which retailed at $2,600, and a bracelet which sold for $1,575) with the casual denim styling of the featured models. But it was also a savvy nod to the rise in jewelry for men – led by generation Z gender-neutral icons such as Harry Styles, Lil Nas X and Connell from the BBC’s Normal People, whose chain necklace gained its own Instagram page.Ī few months later in July the company debuted a billboard campaign which featured two disaffected teens wearing sullen looks and Tiffany bling, accompanied by the slogan “Not Your Mother’s Tiffany” (other taglines included “This is not an old school” and “Tell me the silver date again. Practically speaking, the reason for the rings for men could have been the upturn in nuptials – it was estimated that 2021 would be the biggest year for weddings in decades. The company called the signets “a modern and bold departure from the traditional wedding band”. The current Beyoncé and Jay-Z ads have rolled out like an old-fashioned album campaign, but the first twist in the company’s rebrand came in May when it debuted its first-ever engagement rings for men.
Z is the generation most “willing to pay a little more to get products made by companies that share values”, according to Anita Balchandani, McKinsey’s leader for apparel, fashion and luxury. The adverts are part of an overarching campaign from Tiffany’s new owners, the French super conglomerate LVMH (which owns Louis Vuitton, as well as Rihanna’s Fenty line), to modernise its appeal for a younger crowd.Īccording to McKinsey & Company, millennials and generation Z are now the biggest spending cohorts in fashion and luxury.
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