In a celebration of modern love, Tiffany & Co. have tapped venerated music powerhouses Beyoncé and JAY-Z to be the faces of its “ABOUT LOVE” campaign. An exciting new chapter in the maison’s ever-evolving creative direction, the Carters worked in tandem with the Tiffany & Co. team to conceive the visual material, whilst appearing for the first time as a couple in a fashion campaign.
The “ABOUT LOVE” campaign marks the debut of the brand’s historic Tiffany Diamond. Weighing 128.54 carats and boasting an impressive 82 facets, it is universally recognized as one of the most significant gemstone discoveries of the 19th century and is featured prominently on the “Formation” singer. Designs from Jean Schlumberger and the Tiffany T collection also make an appearance throughout the instantly iconic imagery. Furthermore, the Carters are photographed in front of Jean-Michel Basquiat’s Equals Pi, a never-before-seen artwork from 1982—fittingly rendered in Tiffany blue—making its first public display.
Accompanying the photographs is a video directed by Black is King filmmaker Emmanuel Adjei, which features a performance of “Moon River”, a song made famous in the seminal 1961 film Breakfast at Tiffany’s. Reimagined with Beyoncé’s vocals, the film is shot by JAY-Z himself on a Super 8 camera, juxtaposing artful visuals with wistful flashbacks.
“Beyoncé and JAY-Z are the epitome of the modern love story,” reveals executive vice president of product & communications Alexandre Arnault. “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.”
As a philanthropic accompaniment to the campaign, Tiffany & Co. is pledging a $2 million donation towards scholarship and internship programs for Historically Black Colleges and Universities (HBCUs).