Tiffany & Co. said the powerhouse couple Beyoncé and Jay-Z (the Carters) will feature 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 jeweller’s new creative direction. The campaign is the result of a close collaboration and a shared vision between both the Carters and Tiffany & Co.
“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 honoured to have the Carters as a part of the Tiffany family,” said Alexandre Arnault, Executive Vice President of Product & Communications. The Carters’ 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 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.
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.
“About Love” launches globally in print on 2nd September. The accompanying film will launch on Tiffany.com on 15th September and will be amplified through global media activations. The campaign will further unfold later this year with additional films created by acclaimed director Dikayl Rimmasch and second unit director, Derek Milton.
Tiffany pledged a $2 million commitment towards scholarship and internship programmes for Historically Black Colleges and Universities as part of its continued support towards underrepresented communities.