Lebanese pop icon Nancy Ajram is the first Middle Eastern woman to star in a Tiffany & Co. global campaign. The Ah w Nos hitmaker was named a brand ambassador for the luxury jewelry house back in February, making her the first Arab to hold the post. At the time, the superstar said in a statement that she is “excited to join Tiffany & Co. as House Ambassador and to continue highlighting the brand’s diamond legacy and rich heritage.”
Since her appointment, Ajram, who follows in the footsteps of Hollywood stars Anya Taylor-Joy, Gal Gadot and Tracee Ellis Ross, and US singing sensation Beyonce, who have all served as brand ambassadors for Tiffany & Co., has been pictured wearing the brand’s designs on numerous occasions and glamorous events, and her first official global campaign finally arrives today. The 40-year-old features in the label’s “Love Lock,” advertorial, a celebration of the maison’s iconic motif. Or as Ajram put it, “Tiffany Lock represents the power inherent in love; the significance of unbreakable bonds—the connections that don’t falter with time.”
The padlock holds a significant role in Tiffany’s history, tracing its presence all the way back to the 19th century when the New York City-based house transformed it into one of the most desirable functional objects. They were used to secure everyday precious items and confidential documents, and even on dog collars. A decade later and the house elevated a totalitarian form of the padlock into a symbol of undying love, and whilst being synonymous with Tiffany, an iconic statement piece of jewelry that continues to evolve to this very day.
Debuting its latest iteration, the brand introduces the expansion of the Tiffany Lock collection. Sleek, and modern, it features a streamlined design inclusive to all genders. Locking in a fresh and new perspective into the lock motif, the House pays homage to its illustrious heritage in a campaign that also includes Jimin from BTS, Rosé of BLACKPINK, and actress Florence Pugh, alongside Ajram.
“We are excited to showcase the new expressions of the Tiffany Lock motif,” said Alexandre Arnault, Executive Vice President, Product and Communication, Tiffany & Co. in a released statement. “Our House ambassadors showcase the new designs in a campaign that is anchored in the idea of love, which has been central to our brand DNA since our founding in 1837,” he added.
The collection features new colorways of earrings, pendants, rings and bracelets. Distinctive silhouettes are adorned with Tiffany’s diamonds, available in 18k white, yellow, and rose gold with full pavé diamonds, half pave diamonds or an all-metal way. In addition, the House will debut a new Lock bracelet in 18k white gold with half pavé and half baguette diamonds.
The Tiffany Lock campaign and latest iterations of the collection launched globally today and are available at Tiffany & Co. stores around the world and on Tiffany.com.
