For the first time, the Grammy-winning performer Beyoncé with her rapper husband Jay-Z appeared in a campaign together, “ABOUT LOVE” with stunning Tiffany’s jewelry.
Beyonce will wear the iconic 128.54 carats Tiffany Diamond.
“Love is the diamond that the jewelry and art decorate,” the power couple said in a press release on Monday.
Tiffany & Co. announced Monday that powerhouse couple Beyoncé and JAY-Z will star in its latest campaign celebrating modern love. Synonymous with the world’s greatest love stories since 1837, Tiffany’s debut of “About Love” marks the latest evolution of the luxury jeweler’s new creative direction.
The campaign results from close collaboration and a shared vision between both the Carters and Tiffany & Co., the company said.
“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.
For the first time, the couple has appeared in a campaign together, “ABOUT LOVE” is an exploration of connection and vulnerability. The Carters’ 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 until now, this campaign marks the work-of-art’s first public appearance, propelling Tiffany’s long-standing tradition of working with New York creatives forward. Ushering in a new brand identity, this campaign embodies the beauty of love through time and all its diverse facets, forging a new vision of love today.
Worn in a campaign for the first time in history, the Tiffany Diamond weighs 128.54 carats and boasts an unprecedented 82 facets. Seen on Beyoncé throughout “ABOUT LOVE,” 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, solidifying the brand’s reputation as a diamond authority. 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.
As part of the “About Love” campaign, a film by acclaimed director Emmanuel Adjei has also been created and features a musical performance of the classic song “Moon River,” which was made famous in the 1961 film Breakfast at Tiffany’s. The iconic tune is reimagined with vocals by Beyoncé, captured by Jay-Z on a Super 8 camera. The couple selected the Orum House in Los Angeles to serve as the setting for the film, in which nostalgic flashbacks are interwoven with cinematic, dreamlike visuals. Basquiat’s Equals Pi appears once again as a common Tiffany Blue® thread throughout the narrative.
The campaign 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).
“About Love” launches globally in print on September 2nd 2021, and the accompanying film will launch on Tiffany.com September 15th 2021, and will amplify through global media activations.
Source: Tiffany & Co.
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