Since their inception in 1837, Tiffany & Co. have cemented themselves as a brand synonymous with love. At least, an aspirationally affluent form of love. Now, the American luxury jewellery house has joined forces with an equally aspirational force; Beyoncé and Jay-Z Carter.
“Beyoncé and JAY-Z are the epitome of the modern love story,” said Alexandre Arnault, Executive Vice President of Product & Communications at Tiffany & Co. “As a brand that has always stood for love, strength, and self-expression, we could not think of a more iconic couple that better represents Tiffany’s values. We are honoured to have the Carters as a part of the Tiffany family.”
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Titled ‘About Love’, the Tiffany & Co. campaign marks the first time the Carters have appeared in a campaign together and sees Beyoncé don some pretty impressive jewellery; namely, the iconic 128-carat yellow Tiffany diamond, previously worn by Lady Gaga and Audrey Hepburn. In doing so, she becomes the fourth woman, and first black woman, to wear the diamond.
Photographed by Mason Poole, the campaign is set against the backdrop of a never before seen painting by Jean-Michel Basquiat, Equals Pi. Somewhat synchronistically rendered in Tiffany blue, the painting has been part of a private collection since its creation in 1982. Not one to get lost in the background (or the Basquiat, as the case may be), Jay-Z sports jewels in the form of a Bird on a Rock brooch by Jean Schlumberger refashioned into a unique pair of cufflinks, an Apollo brooch, and several other Tiffany pieces.
Accompanying the photographic campaign is a film by director Emmanuel Adjei. Drawing inspiration from one of the previous iconic women to wear the Tiffany yellow diamond, the film sees Beyoncé sing a rendition of the song Moon River, made famous by Audrey Hepburn in Breakfast at Tiffany’s.
As part of Tiffany and Co.’s partnership with the Carters, the jewellery house has pledged USD$2million towards scholarship and internship programs for Historically Black Colleges and Universities (HBCUs).
The About Love print campaign will launch on 2nd September, with the film released on 15th September.
Words by T. Angel