Blackpink’s Rosé is the latest face of Tiffany’s Lock collection.
The record group’s relationship with Tiffany holding company LVMH Moët Hennessy Louis Vuitton is a lucrative one — beyond Rosé’s contract with Tiffany, fellow group member Lisa has contracts with Celine and Bulgari and Jisoo is in contract with Christian Dior.
Rosé’s “Lock” campaign is representative of Tiffany’s investment in what it sees as a new marquee product line. Lock launched as the company’s first true gender-neutral offering last August with a tight collection of bangles that swivel open on a hinge. The jeweler invested in social media seeding, with celebrities like Justin Bieber and Pharrell posting the bangles to their accounts — sometimes stacked up 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 proportions adjusted accordingly. For the first time, Lock will also now be offered in rose gold options.Tiffany Lock earrings in rose gold.
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