It truly is a campaign like no other. Powerhouse couple Beyoncé and Jay-Z star in Tiffany & Co’s latest campaign which celebrates modern love.
“Beyoncé and Jay-Z are the epitome of the modern love story,” said Alexandre Arnault, Executive Vice President of Product and Communications in a statement. “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 honoured to have the Carters as a part of the Tiffany family.”
A series of rare firsts
Marking the first time the couple has appeared in a campaign together, “About Love” is an exploration of connection and vulnerability – illuminated by the rare and iconic Tiffany Diamond, while set against Jean-Michel Basquiat’s Equals Pi (1982). The latter was procured in collaboration with Artestar, and marks the artwork’s first public appearance, as it had been part of a private collection from its creation until now.
View this post on Instagram
Another notable appearance is none other than the rare Tiffany Diamond, which is worn in campaign for the first time in history. Weighing 128.54 carats, it boasts an unprecedented 82 facets as it glitters on Beyoncé throughout “Above Love”. First 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. Other House icons featured throughout the campaign include designs from Jean Schlumberger and the Tiffany T collection.
As for Jay-Z, he dons on Jean Schumberger’s Bird on a Rock brooch, which has been reconstructed as a pair of one-of-a-kind cuff links.
View this post on Instagram
To capture the romantic campaign, a film by acclaimed director Emmanuel Adjei has been created, featuring a musical performance of the classic song “Moon River”. Made famous in the 1961 film Breakfast at Tiffany’s, the tune is reimagined with Beyoncé’s inimitable vocals, captured by Jay-Z on a Super 8 camera.
The film is set in the Orum House in Los Angeles, with nostalgic flashbacks interwoven with cinematic, dreamlike visuals. Basquiat’s Equals Pi also appears as a common Tiffany Blue® thread throughout the narrative. Mason Poole led the shooting of the “Above Love” print campaign, styled by June Ambrose and Marni Senofonte.
As if there isn’t enough love going around already, the campaign also reflect’s Tiffany’s continued support of underrepresented communities. As part of the jeweller’s partnership with the Carters, Tiffany & Co. has pledged a US$2 million commitment towards scholarship and internship programs for Historically Black Colleges and Universities (HBCUs).
“About Love” will launch globally in print on 2 September, with the accompanying film releasing on Tiffany’s website on 15 September. The campaign will also further unfold later this year with additional films created by director Dikayl Rimmasch and second unit director, Derek Milton.
Photos: Tiffany & Co.
