Overview
- Kurt Geiger released the campaign Monday with a video filmed at Knowles’s Los Angeles home as she opens pink handbags ahead of a Mother’s Day celebration.
- Knowles said she served as executive producer on the shoot, taking on set design, writing, and producing roles for the first time.
- The spring 2026 lineup offers five exclusive pink styles, including an embellished clutch and a bag with floral appliqués.
- The spot plays on her matriarch image as a grandmother of six with the line, “Grandma doesn’t choose favorites,” as she heads out wearing multiple purses.
- The campaign ties to Matriarch’s paperback return on April 28, using her legacy story to promote both the book and the Mother’s Day collection.