Tiffany & Co. has roped in Beyonce and Jay-Z as the faces of its About Love campaign – which the brand says “embodies the beauty of love through time and all its diverse facets, forging a new vision of love today”.
The move to get the music industry’s power couple onboard ties in with the romantic slant of the campaign, but also speaks volumes about the brand’s recent bold and headline-making creative direction. Just cue the appointment of Blackpink’s Rose as a brand ambassador in April and its much talked about #NotYourMothersTiffany rebranding campaign.
The Carters appear in their Tiffany & Co. campaign against the backdrop of a never-seen-before Jean-Michel Basquiat artwork.
The campaign visual was shot by longtime Beyonce collaborator Mason Poole. The Los Angeles and Paris-based artist-slash-photographer has lensed the superstar on previous occassions – including the Renaissance-inspired image of Beyonce with her newborn twins Rumi and Sir Carter in 2017 which went viral.
For the Tiffany & Co. outing, Poole captured the couple dressed to the nines against the backdrop of Equals Pi – a masterpiece by the iconic New York artist Jean-Michel Basquiat. This is the first time that the 1982 artwork with its distinctive Tiffany Blue-like hue is making its public debut after years remaining in a private collection.
Some may argue, however, that the true star of the campaign image is the 128.54-carat cushion-shaped brilliant Tiffany Diamond adorning Beyonce’s neck. The legendary fancy yellow diamond was unearthed in 1877 in South Africa and is today considered to be one of the world’s largest and finest yellow diamonds, boasting an impressive 82 facets – 24 more facets than the traditional 58-facet brilliant cut.
While the stone has made its appearances in the publicity images for Breakfast at Tiffany’s (1961) where it was mounted on a necklace for Audrey Hepburn, this is the first time the rock has appeared in a campaign for the jeweller. s
Other designs spotted on Beyonce are a platinum and yellow gold ring with an over 22-carat cut-cornered rectangular mixed-cut fancy intense yellow diamond and round brilliant white diamonds and a platinum ring with a 2.86-carat emerald-cut diamond.
This is the first time the Tiffany Diamond has made its appearance in a brand campaign.
Not to be outdone, Jay-Z wears a pair of platinum and gold cuff links reconstructed from Jean Schlumberger’s Bird On A Rock brooch. The cuff links are a bespoke design made for the campaign and will be eventually rolled out in stores in 2022.
To accompany the release of the campaign, the Carters are releasing a film featuring a rendition of Moon River (immortalised in Breakfast at Tiffany’s) by Beyonce and captured by Jay-Z on a Super 8 camera that will be launched on www.tiffany.com on September 15.
In the meantime, take a peek at that video in this teaser recently posted on the jeweller’s Instagram.
Artist Daniel Arsham Brings His Poetic Vision Of Jewellery To Life At Tiffany & Co.