Tiffany & Co.: First Look at Beyoncé and Jay-Z’s Campaign
Tiffany & Co. knows better than to keep fans of the Carters waiting long. Today, they are releasing a first look into the powerhouse couple’s campaign with the luxury jewellery brand, a mere few weeks after announcing that Beyoncé and Jay-Z will be joining fellow style icons Tracee Ellis Ross, Anya Taylor-Joy, and Blackpink's Rosé as global brand ambassadors.
This new campaign, aptly named ‘About Love’, celebrates Beyoncé and Jay-Z’s modern love story that has endured its ups and downs but remains strong through connection, vulnerability and self-expression. “Love is the diamond that the jewellery and art decorate,” says the couple.
In this campaign, the Carters are immaculately dressed and posing in front of a never-before-seen painting by the late Jean-Michel Basquiat, Equals Pi (1982). The robin-blue artwork, which has been part of a private collection until now, will become a permanent fixture in Tiffany & Co’s flagship store on New York City’s Fifth Avenue.
Beyoncé wears the iconic Tiffany Diamond, one of the largest yellow diamonds ever discovered. It was this South African jewel that cemented founder Charles Lewis Tiffany’s as the world’s diamond authority in 1878. This 128.54-carat jewel with 82 facets has only been worn by three other women, Mary Whitehouse, Audrey Hepburn and Lady Gaga.
Meanwhile, Jay-Z sports 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 designs live out his legacy on one of today’s greatest creative forces.
The Carters’ first ad campaign together as a couple will naturally be accompanied with top-tier music. In addition to the new visuals, Tiffany & Co. will be releasing a film on September 15, featuring a reinterpretation of Moon River, the classic song made famous by Audrey Hepburn in the 1961 movie Breakfast at Tiffany’s. Shot in Orum House, Los Angeles by Jay-Z on a Super 8 camera under the direction of Emmanuel Adjei, fans can look forward to nostalgic and dreamy cinematography to match Beyoncé's incomparable vocals.
They also kick off this partnership with Tiffany & Co. by continuing to uplift underrepresented communities. Tiffany & Co. has pledged a two-million dollar commitment towards scholarship and internship programs for HBCUs or Historically Black Colleges and Universities.