The tie-up with two of America’s biggest superstars comes as Tiffany attempts a brand refresh, following its acquisition by LVMH.

Harper’s Bazaar first announced the news in its September issue, which starred Beyoncé on the cover. In the editorial accompanying the written feature, the American multi-hyphenate is styled wearing Tiffany jewellery and broaches. Since LVMH took over the jeweller, it has undergone an executive reshuffle and has begun experimenting with its marketing approach, a signature of the LVMH acquisition playbook. Most recently, its “Not Your Mother’s Tiffany” campaign created a stir among both customers and marketing insiders.

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Unpacking Tiffany’s Contentious New Ad Campaign

The 184-year-old American jeweller is claiming it is “Not your mother’s Tiffany,” angering some customers on social media. That may mean everything is going according to plan for new owner LVMH.