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Tiffany & Co. options Beyoncé and JAY-Z of their newest marketing campaign

Tiffany & Co. presents Beyoncé and JAY-Z in their latest campaign

The Tiffany & Co. campaign embodies the beauty of love through the ages and all its facets and forges a new vision of love today

Tiffany & Co. has that the powerhouse Beyoncé and JAY-Z will star in its latest campaign to celebrate modern love. As a synonym for the greatest love stories in the world since 1837, Tiffany’s debut “ABOUT LOVE” marks the latest development in the new creative direction of the luxury jeweler. The campaign is the result of a 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 can’t think of a more iconic couple that better represents Tiffany’s values. We are honored to have the Carters as part of the Tiffany family, ”said Alexandre Arnault, executive vice president of Product & Communications.

For the first time the couple appeared together in a campaign, “ABOUT LOVE” is an exploration of connectedness and vulnerability. The Carter’s love story is illuminated by the iconic Tiffany Diamond and set against the backdrop of Jean-Michel Basquiat’s Equals Pi (1982).

As part of a private collection from its creation to the present day, this campaign marks the first public appearance of the artwork and advances Tiffany’s longstanding tradition of collaborating with New York creatives. This campaign, which heralds a new brand identity, embodies the beauty of love over time and all its different facets and forges a new vision of love today.

Worn for the first time in history in a campaign, the Tiffany Diamond weighs 128.54 carats and has an unprecedented 82 facets. Seen on Beyoncé in “ABOUT LOVE”, he is considered one of the most important gemstone finds of the 19th century. Unearthed in the Kimberley Mines in South Africa in 1877, founder Charles Lewis Tiffany bought the rough diamond in 1878, cementing the brand’s reputation as a diamond authority.

House icons such as designs by Jean Schlumberger and the Tiffany T collection can also be seen everywhere. Above all, JAY-Z wears Jean Schlumberger’s legendary Bird on a Rock brooch, which has been reconstructed as a unique cufflink. Jean Schlumberger was best known in the 1960s and 70s for dressing up the elite of high society.

A film by acclaimed director Emmanuel Adjei has also been created and features a musical performance of the classic “Moon River”. The iconic tune, made famous in the 1961 film Breakfast at Tiffany’s, is reinterpreted with Beyoncé’s vocals, recorded by JAY-Z with a Super 8 camera.

The couple chose the Orum House in Los Angeles as the backdrop for the film, where nostalgic flashbacks are interwoven with cinematic, dreamy images. Basquiat’s Equals Pi reappears as a common Tiffany Blue thread throughout the narrative. The accompanying print campaign “ABOUT LOVE” was photographed by Mason Poole and styled by June Ambrose and Marni Senofonte.

“ABOUT LOVE” reflects Tiffany’s continued support for underrepresented communities. As part of the House’s partnership with the Carters, Tiffany & Co. is proud to announce a $ 2 million commitment in scholarship and internship programs for Historically Black Colleges and Universities (HBCUs).