Tiffany & Co’s landed a coup with the powerhouse couple Beyoncé and JAY-Z, who will star in its latest campaign celebrating modern love.
Synonymous with the world’s greatest love stories since 1837, Tiffany’s debut of ‘ABOUT LOVE’ marks the latest evolution of the luxury jeweller’s new creative direction.
And who better to front the campaign than Queen B and the love of her life! In Alexandre Arnault, Executive Vice President of Product & Communications words, “Beyoncé and JAY-Z are the epitome of the modern love story. 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,
The campaign, which is result of a close collaboration and a shared vision between both the Carters and Tiffany & Co, has the powerhouse couple starring in a campaign together for the first time.
At the centre of the campaign is the iconic Tiffany Diamond, weighing 128.54 carats and boasts an unprecedented 82 facets, worn for the first time ever in a campaign. Jean-Michel Basquiat’s Equals Pi (1982) also debuts its first ever public appearance and serves as the backdrop for it.
The campaign also heralds a new brand identity for the legendary jeweller and embodies the beauty of love through time and all its diverse facets, forging a new vision of love today.
The Tiffany Diamond, seen throughout on Beyoncé during the campaign, considered among the most important gemstone discoveries of the 19th century. Unearthed in 1877 in the Kimberley Mines of South Africa, founder Charles Lewis Tiffany purchased the rough diamond in 1878, solidifying the brand’s reputation as a diamond authority. House icons including designs from Jean Schlumberger and the Tiffany T collection are also featured throughout. Most notably, JAY-Z wears Jean Schlumberger’s legendary Bird on a Rock brooch, reconstructed as a pair of one-of-a-kind cuff links. Jean Schlumberger was best known for dressing high society’s elite in the 1960s and ’70s, so it is appropriate that his unmistakable designs live out his legacy on one of today’s greatest creative forces.
A film by acclaimed director Emmanuel Adjei has also been created and features a musical performance of the classic song ‘Moon River’. The iconic tune is reimagined with vocals by Beyoncé, captured by JAY-Z on a Super 8 camera. The ‘ABOUT LOVE’ print campaign was shot by Mason Poole and styled by June Ambrose and Marni Senofonte.
