From Blake Lively and Ryan Reynolds to Rihanna and A$AP Rocky, the world of celebrities boasts its fair share of power couples. But when it comes to Jay-Z and Beyoncé, the pair cannot be matched. It’s fitting of course that the celebrity duo were announced as the faces of Tiffany & Co. earlier this month. Today, the official campaign “ABOUT LOVE” was released.
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. The campaign is the result of a close collaboration and a shared vision between both the Carters and Tiffany & Co.
“Beyoncé and JAY-Z are the epitome of the modern love story,” Alexandre Arnault, Executive Vice President of Product & Communications said of the partnership. “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 singer paid homage to Audrey Hepburn in Breakfast at Tiffany’s wearing a black boat-neck gown and long sheer gloves. A film by acclaimed director Emmanuel Adjei was also created and features a musical performance of the classic song “Moon River.” Made famous in the 1961 film, the iconic tune has been reimagined with vocals by Beyoncé, captured by JAY-Z on a Super 8 camera.
Jean-Michel Basquiat’s Equals Pi (1982) artwork forms the backdrop of the campaign. As part of a private collection, the shoot marks the first public appearance of the artwork.
In another history-making move, “ABOUT LOVE” marks the first time the lauded Tiffany Diamond is being worn in a brand campaign. Weighing 128.54 carats and boasting an unprecedented 82 facets, it is 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.
Elsewhere, house icons including designs from Jean Schlumberger and the Tiffany T collection are also featured. 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. The French jewellery designer was best known for dressing high society’s elite in the 60s and 70s. Thus, it is only natural that his designs are lived out by one of today’s greatest creative forces.
The two artists join the jeweller’s impressive lineup of talent including Anya Taylor Joy, Alton Mason, Tracee Ellis Ross and Black Pink’s Rose who have all fronted the brand in 2021.
As a part of the house’s partnership with the Carters, Tiffany & Co. will pledge a US$2 million commitment towards scholarship and internship programs for Historically Black Colleges and Universities (HBCUs).
The print campaign will launch on September 2 while the film will be released from September 15.