Blackpink’s Ros Appears in New Tiffany & Co. Campaign – WWD

Rosé Blackpink is the new face of the Tiffany’s Lock collection. The pop star, who has been an official ambassador for Tiffany since April 2021, will appear in images featuring the new Lock design as the collection begins to expand beyond bracelets and into earrings, rings and necklaces.

Rosé, who is currently traveling the world on Blackpink’s extended “Born Pink” tour, was spotted wearing a Tiffany Lock diamond bracelet in the campaign. Tiffany was unable to comment further on the campaign.

It is understood that Blackpink’s contract with her record label YG will expire in mid-2023 and it is unclear whether the group will sign an extension and whether Tiffany’s contract with Rosé is dependent on her status at YG.

The record group’s relationship with parent company Tiffany LVMH Moët Hennessy Louis Vuitton has been very profitable — apart from Rosé’s contract with Tiffany, fellow group member Lisa has contracts with Celine and Bulgari and Jisoo is under contract with Christian Dior.

Rosé’s “Keys” campaign represents Tiffany’s investment in what it sees as a new marquee product line. The Lock launched as the company’s first gender-neutral offering last August with a tight-fitting bracelet collection that flips open on a hinge. The jeweler is investing heavily in social media seeding, with celebrities like Justin Bieber and Pharrell posting bracelets to their accounts – sometimes stacked on their wrists in multiples.

Lock’s expanded offerings include one- and two-finger rings, pendants, and hoop earrings – all designed in the same ovular shape, but with adjusted proportions. For the first time, the Lock will now also be offered in a rose gold option.

The new designs are expected to hit stores this month for prices ranging from $4,800 to $20,000.