Tiffany & Co. Introduces The “About Love” Campaign Starring Beyoncé And Jay-Z.
As the first time the couple has appeared in a campaign together, “About Love” is an exploration of connection and vulnerability.
© Estate of Jean-Michel Basquiat. Licensed by Artestar, New York; © Estate of Jean-Michel Basquiat. Licensed by Artestar, New York
As a high-end jewelry brand that has always stood for love, strength and self-expression, Tiffany & Co.could not think of a more iconic couple that better represents Tiffany’s universe.
The powerhouse couple Beyoncé and JAY-Z is the star of Tiffany & Co.‘s 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 priceless Tiffany Diamond has only been worn by three women since its discovery in 1877. Today, Beyoncé becomes the first Black woman and fourth person to wear the legendary stone.
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. According to the American jeweler, this 2021 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.
A film by acclaimed director Emmanuel Adjei has also been created and features a musical performance of the classic song “Moon River.”
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 accompanying “About Love” print campaign was shot 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. pledges a USD $2 million commitment towards scholarship and internship programs for Historically Black Colleges and Universities (HBCUs).
Tiffany Diamond; @Tiffany & Co.
