Jimin of BTS Stars in Tiffany & Co.’s Latest Campaign

If you don’t know any better, you might say the universal symbol of love is the heart. If you do know better, you might say that the universal symbol of love is something more eternal and binding: the lock.

Tiffany & Co. is a brand that belongs to the latter group of lovers. The iconic jewelry brand is celebrating its new Tiffany Lock campaign with Jimin of BTS, the global K-pop phenomenon who has been attached to the brand since this spring. Alongside Jimin, fellow house ambassadors Rosé of Blackpink and Nancy Ajram are featured in the campaign, with Florence Pugh being welcomed into the mix.

jimin for tiffany co new campaign

Jimin for Tiffany & Co.’s new campaign.

Courtesy of Tiffany & Co.

If Jimin, with his 51 million Instagram followers and worldwide fame, doesn’t already connote a certain opulence in your head, Jimin dripping in Tiffany & Co. ice certainly will. In an exclusive image for Esquire, the performer lounges against a wall with ease in the campaign, decked out in new pieces from the Tiffany Lock collection—three sleek new Lock bracelets of 18k white gold with half pavé and half baguette diamonds, diamond earrings, two diamond necklaces, all inspired by an archival Tiffany & Co. padlock from 1883.

The rest of the collection continues to pay homage to the heritage of the company, too. There are new colorways of signature rings, earrings, and pendants, with options of gold, white gold, or rose gold. And, hey—if you don’t know which to pick, just ask yourself if you’re more of a Jimin or more of a Pugh.

If this campaign proves anything, it’s that there are an infinite number of ways to express love. To some, it might be with words. (The chanting of an idol’s name in a stadium arena, for example.) To others, it’s diamonds and jewelry and gold. The Tiffany Lock collection is the best of both worlds if we’ve ever seen it.


Trishna Rikhy is the Associate Style Commerce Editor at Esquire. Previously, her writing has appeared in Vogue Runway, PAPER Magazine, V Magazine, V MAN, and more. She is based in NYC, but can probably be found wherever the strongest cup of coffee is.

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