Tina Knowles Stars in Mother’s Day Campaign for Kurt Geiger London: “Grandma Don’t Play Favorites”

Tina Knowles attends the 27th Angel Ball at New York’s Cipriani Wall Street on Oct. 27, 2025. Michael Loccisano/Getty Images

Kurt Geiger London has tapped one of the most famous moms for its new Mother’s Day campaign.

The British fashion and accessories brand has teamed with Tina Knowles to star in the heavily pink campaign, which spotlights its Mother’s Day collection that features five exclusive pink handbag styles. The concept is designed to capture Knowles as she heads out for Mother’s Day tea with her grandchildren and the brand praised Beyoncé and Solange’s mother for “embodying the spirit of modern motherhood — elegant, expressive and rooted in legacy.”

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“Grandma don’t play favorites,” she says in a short video from the campaign, which was shot in her home. Knowles shared the video on Instagram with the caption, “Proof that Moms don’t have favorites. Just a lot of love to carry.”

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“We’re incredibly excited to collaborate with Ms. Tina for our Mother’s Day moment this year,” offered Kurt Geiger’s chief creative officer Rebecca Farrar-Hockley. “There truly couldn’t be a more meaningful choice. As a matriarch to many, she has nurtured, guided and inspired generations, shaping some of the most influential artists of our time.”

Knowles has been knee deep in the fashion world before as she co-founded and ran the House of Deréon, a line named for her mother. She also fronted the Miss Tina line, which focused on size inclusivity. Separately, she helped create Cécred, Beyoncé’s haircare line. The Kurt Geiger campaign comes as Knowles is readying for a re-release of her book, Matriarch: A Memoir. Originally published in April 2025, the best-selling tome got an update with previously unpublished chapters that tease “new reflections, untold stories and an enriched portrait of the woman behind the matriarchal legacy.”

Tina Knowles for Kurt Geiger London Courtesy of Kurt Geiger London

Kurt Geiger London has more than 60 U.K. stores, 15 boutiques worldwide, a global site and a customer base across North America, Europe, Middle East, China and Australia.