Tiffany & Co. announces member of girl group BLACKPINK and solo artist, ROSÉ, as its new global ambassador. ROSÉ, who has become one of the most idolized young women in music and fashion, will debut her new role in the 2021 Tiffany HardWear digital campaign. 

Member of girl group BLACKPINK, solo artist and Tiffany &Co.’s new global ambassador, ROSÉ says:

“I’ve always loved wearing Tiffany jewelry. To be part of an iconic brand that has been part of my life for a long time makes it that much more special to me. “I am very honored and excited to be a part of the HardWear campaign and I can’t wait for everyone to see it.”

Tiffany chose ROSÉ to star in the new campaign for her bold personality and modern style influence—as someone who embodies the attitude and identity of the collection. The attitude and identity of the collection is inspired by the edge and energy of New York City and is based on a 1971 bracelet from The Tiffany Archive. This is embodied by the collection’s gauge links and industrial shapes – bold designs that play with tension, proportion and balance.

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