Photo Credit:Kurt Geiger
Tina Knowles is embracing her role as a matriarch in a new Mother’s Day campaign for Kurt Geiger, bringing her personal style and family-centered perspective into the creative process. The 72-year-old businesswoman, author, and mother of Beyoncé Knowles and Solange Knowles not only stars in the campaign but also served as its executive producer.
The campaign video was filmed at Knowles’ home in Los Angeles, where she is seen unwrapping a selection of pink handbags gifted to her by family members. In the lighthearted footage, she prepares for a Mother’s Day brunch and ultimately decides to carry multiple bags, reflecting the campaign’s playful message that grandmothers do not have to choose favorites.
Knowles shared that she thoroughly enjoyed working on the project, particularly because of the opportunity to take on multiple creative roles. She explained that the Kurt Geiger team trusted her vision and allowed her to contribute as a producer, writer, and set designer. She described the experience as new and exciting, adding that she may have discovered a new passion for producing.
Representatives from Kurt Geiger also expressed enthusiasm about the collaboration, noting that Knowles was a meaningful choice for the Mother’s Day campaign. They highlighted her role as a matriarch who has supported and influenced generations, shaping the lives and careers of prominent artists.
When asked about her ideal Mother’s Day, Knowles described a day that begins with attending church, followed by spending time with her children, their partners, and her grandchildren over a shared meal. Although she noted that gathering everyone together is not always possible, she considers those moments especially fulfilling when they happen.
Knowles also spoke about her daughters’ wardrobes, admitting that she often borrows pieces from them. She joked that their clothing includes items she might not be able to afford herself, while her own outfits can be worn repeatedly. She emphasized the importance of handbags in completing a look, describing them as both practical and essential finishing touches to any outfit.
In addition to her campaign work, Knowles is preparing for the release of the paperback edition of her memoir, Matriarch, scheduled for April 28. She previously shared that writing the book allowed her to reflect on her life story and preserve her experiences for future generations, while also encouraging others to document their own family histories.