“Love is the diamond that the jewelry and art decorate.” —The Carters
Tiffany & Co. celebrates modern love in its latest campaign ABOUT LOVE featuring the powerhouse couple Beyoncé and JAY-Z. Synonymous with the world’s greatest love stories since 1837, Tiffany introduces ABOUT LOVE to mark the latest evolution of the luxury jeweler’s new creative direction. The campaign is a close collaboration and shared vision of 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 honored to have the Carters as a part of the Tiffany family.” —Alexandre Arnault, executive vice president of Product & Communications.
This is the first time for the couple to appear in a campaign together. ABOUT LOVE explores connection and vulnerability.
The Carters’ love story is cast against and illuminated by the iconic Tiffany Diamond and set against the backdrop of Jean-Michel Basquiat’s Equals Pi (1982). Belonging to a private collection, Basquiat’s art work hasn’t been seen in public until now. This campaign marks the work of art’s first public appearance.
Ushering in a new brand identity, this 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. It was unearthed in 1877 in the Kimberley Mines of South Africa, and 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 in the campaign. JAY-Z wears Jean Schlumberger’s legendary Bird on a Rock brooch, reconstructed as a pair of one-of-a-kind cuff links. Schlumberger was best known for dressing high society’s elite in the 1960s and ’70s, so it is appropriate that his distinctive designs perpetuate his legacy in 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 music is reimagined with vocals by Beyoncé, captured by JAY-Z on a Super 8 camera. The couple selected the Orum House in Los Angeles as setting for the film, with nostalgic flashbacks woven into the cinematic, dreamlike visuals. Basquiat’s Equals Pi appears again as a common Tiffany Blue thread throughout the narrative.
The ABOUT LOVE print campaign was shot by Mason Poole and styled by June Ambrose and Marni Senofonte.
ABOUT LOVE also reflects Tiffany’s continued support of underrepresented communities. As a part of the house’s partnership with the Carters, Tiffany & Co. has pledged US$2 million for scholarship and internship programs of Historically Black Colleges and Universities (HBCUs).
ABOUT LOVE launches globally in print on September 2. The film will launch on Tiffany.com September 15. The campaign will have later this year additional films created by acclaimed director Dikayl Rimmasch and second unit director, Derek Milton.
Tiffany & Co., founded in New York City in 1837 by Charles Lewis Tiffany, is a global luxury jeweler synonymous with elegance, innovative design, fine craftsmanship and creative excellence.
Tiffany & Co. is at Rustan’s stores and Greenbelt 4.