April 6, 2026, 2:49 p.m. ET
- Tina Knowles is the face of a new Mother’s Day campaign for the fashion label Kurt Geiger London.
- This collaboration marks Knowles’ first time as a set designer, writer, and producer for a project.
- Knowles is also preparing to release a new paperback edition of her 2025 memoir, “Matriarch.”
Tina Knowles is bringing in Mother’s Day in style, starring in a new fashion campaign for Kurt Geiger London ahead of the holiday.
The businesswoman, designer and mother of Beyoncé and Solange Knowles is the face of the newest Mother’s Day campaign for British fashion and accessories label Kurt Geiger London. The “Matriarch” author is featured in the brand’s latest ad, which showcases Kurt Geiger London’s spring/summer 2026 Mother’s Day collection.
Filmed at her Los Angeles home, the video shows Knowles—affectionately dubbed Mama Tina by many fans—unwrapping a selection of pink Kurt Geiger London handbags gifted by her grandchildren before heading to Mother’s Day tea. She tries on several bags from the collection before taking them all for the occasion, underscoring the tagline: “Grandma doesn’t play favorites.”
“We’re incredibly excited to collaborate with Ms. Tina for our Mother’s Day moment this year. There truly couldn’t be a more meaningful choice. As a matriarch to many, she has nurtured, guided, and inspired generations,” Chief Creative Officer Rebecca Farrar-Hockley said in a statement.
The collaboration with Kurt Geiger is Knowles’ latest venture among many, but it marks the first time she has taken on the roles of set designer, writer, and producer all at once.
The campaign also comes as Knowles is gearing up to release a new cover and paperback edition of her 2025 memoir “Matriarch,” set for April 28.
Knowles first released her memoir April 22, 2025, sharing intimate details about her life, including private and public battles. She followed it up with a multi-city book tour, which kicked off at the MGM National Harbor Hotel and Casino in the Washington, D.C. area, alongside Michelle Obama.
“I have always been a storyteller, and it’s something I learned from my mother,” she penned prior to its release. “When I had a family of my own, I believed that my daughters needed to know where they came from in order to know where they were going. I’m now ready to share my story with all of you, so that we can all celebrate these themes of strength, motherhood, Black pride, and identity.”
Follow Caché McClay, the USA TODAY Network’s Beyoncé Knowles-Carter reporter, on Instagram, TikTok and X as @cachemcclay.