Tina Knowles stars in Kurt Geiger’s Mother’s Day campaign London: ‘Grandma Don’t Play Favorites’

Kurt Geiger chose one of London’s most famous mothers for her new Mother’s Day campaign.

The British fashion and accessories brand has teamed up with Tina Knowles to star in the hot pink ad campaign, which highlights the Mother’s Day collection featuring five exclusive pink handbag styles. The concept was designed to depict Knowles heading to a 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 heritage.”

“Grandma doesn’t play favourites,” she says in a short video from the campaign, filmed at her home. Knowles shared the video on Instagram with the caption: “Proof that mothers have no favourites. Just lots of love to bear.”

“We are so excited to collaborate with Ms. Tina for this Mother’s Day moment this year,” offered Rebecca Farrar-Hockley, Chief Creative Officer at Kurt Geiger. “Truly, there could be no more important choice. As a mother to so many, she has nurtured, mentored and inspired generations, shaping some of the most influential artists of our time.”

Knowles was immersed in the world of fashion before when she co-founded and ran House of Deréon, a line named after her mother. She also fronted the Miss Tina line, which focused on size inclusivity. Separately, she helped create Beyoncé’s Cécred hair care line. Kurt Geiger’s campaign comes as Knowles prepares to re-release her book, The Matriarch: A Memoir. Originally published in April 2025, the bestseller has received an update with previously unpublished chapters that spark “new reflections, untold stories and a rich portrait of the woman behind the matriarchal legacy.”

Kurt Geiger London has more than 60 stores in the UK, 15 stores worldwide, a global location and a customer base across North America, Europe, the Middle East, China and Australia.

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