Tiffany & Co. today announced the launch of its latest campaign celebrating modern love, featuring star couple Beyoncé and JAY-Z. Synonymous with the world’s greatest love stories since 1837, the launch of Tiffany’s “ABOUT LOVE” campaign marks the latest evolution of the luxury jeweler’s new creative direction. The campaign is the result of close collaboration and shared vision between the Carters and Tiffany & Co.
“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 honored to have the Carters as a part of the Tiffany family.” said Alexandre Arnault, Executive Vice President of Product & Communications
“ABOUT LOVE” is an exploration of connection and vulnerability, and marks the first time the couple has appeared together in a campaign. Introducing a new brand identity, this campaign embodies the beauty of love through time and all its diverse facets, forging a new vision of love.
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The Carters‘ love story is illuminated by the iconic Tiffany diamond and set against the backdrop of Equals Pi (1982) by the renowned Jean-Michel Basquiat. The campaign also marks the first public appearance of the artwork in a private collection from its inception to the present day, propelling Tiffany‘s long tradition of collaborating with the New York creative scene.
Worn in a campaign for the first time, the Tiffany diamond weighs 128.54 carats and features an unprecedented 82 facets. Seen on Beyoncé throughout “ABOUT LOVE,” it is considered one of the most important gemstones finds of the 19th century.
Dug up in 1877 in the Kimberley mines of South Africa, founder Charles Lewis Tiffany purchased the rough diamond in 1878, cementing the brand‘s reputation as a diamond authority. With this campaign, Beyoncé becomes the third person to wear it in history, after Lady Gaga, Audrey Hepburn in the movie Breakfast at Tiffany’s, and Mary Whithouse.
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.
The campaign film features a musical interpretation of the classic song Moon River. Made famous by Audrey Hepburn‘s performance in the 1961 film Breakfast at Tiffany‘s, the iconic song is reimagined with Beyoncé‘s voice, captured by JAY-Z on a Super 8 camera. The couple chose the Orum House in Los Angeles as the setting for the film, in which nostalgic flashbacks intertwine with cinematic and dreamlike images. Basquiat’s Equals Pi once again appears as a thread of Tiffany® blue throughout the story. The “ABOUT LOVE” print campaign was photographed by Mason Poole and styled by June Ambrose and Marni Senofonte.
“ABOUT LOVE” reflects Tiffany‘s continued support of underrepresented communities. As a part of the house’s partnership with the Carters, Tiffany & Co. is proud to pledge a USD $2 million commitment towards scholarship and internship programs for Historically Black Colleges and Universities (HBCUs). Additional details on this initiative are forthcoming.
“ABOUT LOVE” will be unveiled globally in print on September 2. The accompanying film will launch on Tiffany.com on September 15 and be amplified by global media activations. The campaign will continue later in the year with additional films by acclaimed director Dikayl Rimmasch and second-team director Derek Milton.
Featured Photo : © Tiffany & Co