Squad GAME

The main pop girls who are making celebrity endorsement great again.

- NIKITA NAWAWI

TIFFANY & CO.

It should come as little to no surprise to anyone that Tiffany & Co. is ahead of its contemporaries as far as the squad game is concerned. Over the past year alone, the American jeweller has assembled a formidable group of A-listers—pop stars, rising starlets, professional athletes and the like— whose personalities and successes resonate with the brand to communicate its core values to a cross-generational, global audience.

Among its most significant recruits is none other than Rosé of Blackpink. The K-pop idol came aboard as the jewellery house’s global ambassador early last year and immediately made a splash with her Tiffany HardWear digital campaign. She recently returned for another campaign shot by Mario Sorrenti in New York City, sporting the new Tiffany HardWear necklace and bracelet in 18k rose gold with black titanium links and diamonds.

Joining the New Zealand-Korean artiste as the face of Tiffany & Co. are actresses Anya Taylor-Joy and Tracee Ellis Ross, and freestyle skier Eileen Gu. Making their debut in the Give Me the T campaign, the trio paraded a number of Tiffany T1 bracelets, earrings and pendant styles, and imparted their bold personalities onto the celluloid. More recently, Wonder Woman star Gal Gadot has been enlisted to front the Botanica: Blue Book 2022 campaign.