Most of Beyoncé's fans weren't old enough to go to Studio 54 in its prime, but her latest video for the Tiffany & Co. Lose Yourself in Love campaign does a pretty good job at letting them experience it, if only for 60 seconds through a screen.
The glitzy film, shot on a 65mm camera, opens with Beyoncé walking down an alleyway in a voluptuous trailing gown, her puffed sleeves bouncing with every step. The sound of her pace is quickly drowned out by "Summer Renaissance," the final song on Renaissance, her first solo studio album since Lemonade. It samples Donna Summer's 1977 disco hit, "I Feel Love," which likely echoed through the dance halls of Studio 54 hundreds of times before the iconic Manhattan club shut its doors in 1986. The version on Renaissance is the kind of song that would play night after night if the club were still open in 2022.
Some of Beyoncé's younger fans may have learned about the song through her. Many of them are also just now rediscovering the Return to Tiffany heart tag necklace (it's pretty impossible to scroll through social media without spotting a handful on the necks of #fitcheck participants everywhere). Though 1970s club escapism looks a little different than 2020s club escapism, the over-the-top outfits of the present still feature Tiffany & Co. opulence.
After Beyoncé makes her way down the alleyway in the film, she heads into the club, wearing head-to-toe custom Tiffany & Co. alongside some of the brand's historic pieces.
There's an engagement ring in platinum with a diamond solitaire weighing in at more than 10 carats on her finger and a custom Tiffany HardWear necklace, created specifically for the campaign and soon available for purchase, around her neck. Everyone around her is celebrating among balloons and under a shimmering disco ball, dripping in diamonds, sequins, and the glistening sweat you get from dancing with no intermission.
In a press release, Tiffany & Co. said Beyoncé is a "transcendent female icon" who personifies "that true love is only as strong as the love for oneself." And what better way to show self-love than dressing up in Tiffany & Co. for a night of dancing and diamonds?