An exciting announcement from Tiffany & Co. today: powerhouse couple Beyoncé and JAY-Z will star in its latest campaign celebrating modern love.
Tiffany’s debut of ABOUT LOVE marks the latest evolution of the jeweler’s new creative direction. The campaign is the result of a close collaboration and a shared vision between both the Carters and Tiffany & Co. As the first time the Carters have appeared in a campaign together, ABOUT LOVE is an exploration of connection and vulnerability. The couple’s love story is illuminated by the iconic Tiffany Diamond and set against the backdrop of Jean-Michel Basquiat’s Equals Pi (1982). Worn in a campaign (also a first), the gargantuan 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 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.
Last but not least, ABOUT LOVE reflects Tiffany’s continued support of underrepresented communities. As a part of the house’s partnership with the Carters, Tiffany & Co. is pledging a $2 million commitment toward scholarship and internship programs for Historically Black Colleges and Universities. —Noa Nichol