Tiffany & Co, Beyonce and Jay Z Collaborate on the About Love Campaign, Launching a $2 Million Scholarship Programme

The About Love campaign celebrates modern love, diversity, and pledges to support the next generation of creatives in underrepresented communities

Beyoncé and Jay-Z are titans of the music industry, both independently and as collaborators on hits like Crazy in Love. Married for 13 years, the two stars have become undoubtedly one of the most iconic power couples of our time. Their artistry continues to evolve, pushing boundaries and breaking down barriers amidst the challenges that come with top-level stardom. It’s no surprise, then, that the multi-hyphenate duo has brought this innovative approach to their About Love collaboration with equally iconic jewellery house, Tiffany & Co.

Above Still from the About Love campaign (Photo: Mason Poole, courtesy of Tiffany & Co.)

The campaign backdrop—Jean-Michel Basquiat’s Equals Pi (1982)—is emblematic of Tiffany & Co. and the Carters’ new shared vision. An inspiration to the couple, Basquiat’s art represents the fresh new take they bring to the legendary Tiffany Diamond, considered one of the most important gemstone discoveries of the 19th century. Worn by only three other people, including Audrey Hepburn, this incredible stone weighs in at 128.54 carats and boasts an unprecedented 82 facets. About Love is the first campaign by Tiffany & Co. to feature the Tiffany Diamond, showing the significance of this special collaboration. The Tiffany Diamond is a physical embodiment of the brand’s heritage, and together with Beyoncé and Jay Z, Tiffany & Co. is bringing this incredible history forward with renewed creativity.

Above Video: © Estate of Jean-Michel Basquiat. Licensed by Artestar, New York, courtesy of Tiffany & Co.

The campaign has been heavily influenced by former creative icons, with Hepburn’s classic Breakfast at Tiffany’s LBD adapted to suit Beyoncé’s chameleon style, while Jay Z channels Basquiat’s recognisable style. Standing out against the signature Tiffany blue in Basquiat’s artwork, the campaign’s unique aesthetic sets Tiffany & Co. apart from other luxury jewellery houses. The accompanying film, shot to Beyoncé’s version of Moon River, gives further insight into this new creative direction, whilst also showing a softer and more vulnerable side to the couple. About Love embodies the essence of the Carters as a couple, reflecting their own love story as well as their talent and success. Throughout the film, the Tiffany Diamond looks remarkable on Beyoncé in both the black dress and a white suit ensemble, whilst Jay Z sports Jean Schlumberger’s legendary Bird on a Rock brooch, reconstructed as a pair of one-of-a-kind cuff links.

Above Bird on a Rock cufflinks (Photo: Courtesy of Tiffany & Co.)

Above The Tiffany Diamond (Photo: Mason Poole, courtesy of Tiffany & Co.)

The About Love collaboration goes beyond imagery, though. Tiffany & Co., along with BeyGOOD and the Shawn Carter Foundation, has launched a scholarship that will provide funding for students in the arts and creative fields at Historically Black Colleges and Universities (HBCUs). The US$2 million scholarship pledge from Tiffany and Co. highlights the brand’s commitment to partnering with creatives and to supporting underrepresented communities. Students will be able to apply for financial aid to pursue degrees in creative fields such as visual arts, media, performance and design. This initiative will give opportunities to talented individuals and encourage the next generation of emerging artists to succeed, allowing students from HBCUs to continue to play an integral part in Black culture.

Learn more about the About Love campaign here

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tiffany and co tiffany diamond beyonce jay z education

Tatler Asia

The Story Behind Tiffany & Co.'s Latest Campaign, Starring Beyoncé and Jay Z