Nostalgia for Studio 54. Sparkling Beyoncé posed for Tiffany & Co.
Yesterday, the iconic singer’s new video for an equally iconic jewelry brand premiered, demonstrating the brilliance of fashion and the many aspects of retrospective. It is reported by today.com.
The black and white clip was directed by Mark Romanek, who previously directed the music video for Jay-Z’s “99 Problems”. So Beyoncé’s “Summer Renaissance” video sets a danceable disco tone, and the scenes go back to the New York era of the Studio 54 period.
The song itself samples Donna Summer’s 1977 chart-topper “I Feel Love,” but the music is only part of what celebrates the rise of the iconic glamorous nightclub.
“Shot on a rare 65mm camera, the film is reminiscent of vintage Manhattan and the escapism of 1970s club culture with a modern twist, with Beyoncé at its epicenter,” the campaign’s press release explains. “The energy of euphoria is brought to life by a cast of 90, choreographed by a highly sought-after Emmy-nominated artist.
The diverse cast of the promotional video, including a DJ and a few dancers, typify several pieces of Tiffany jewelry, but the main character wears the most impressive piece of jewelry in the video, an engagement ring set with a flawless solitaire of over 10 carats of diamonds.
Beyoncé can also be seen wearing a special Tiffany HardWear necklace designed specifically for the promotional campaign. The brand notes that the massive gold choker design will be available for purchase.