New York (@ots/PRNewswire) – ” Love is a diamond adorned with jewelry and art. ” – Beyoncé and Jay Z Carter
Tiffany & Co announced today that the powerful duo of Beyoncé and Jay-Z will be participating in their latest campaign to celebrate modern love. Tiffany’s has been the world’s greatest love story since 1837. The debut of “ABOUT LOVE” represents the latest development in the fine jeweler’s new creative direction. The campaign is the result of close collaboration and a shared vision between Carters and Tiffany & Co..
“Beyoncé and Jay-Z are the epitome of a modern love story. As a brand that has always championed love, strength, and self-expression, we couldn’t have imagined a more iconic couple who better represented Tiffany’s values. We are proud to be a member of To have Carters as part of the Tiffany family.” – Alexandre Arnault, Vice President of Products and Communications
“ABOUT LOVE” marks the first time the couple has appeared in a campaign together and is an exploration of connection and vulnerability. Carter’s love story is illuminated by the iconic Tiffany diamond and set against a Jean-Michel Basquiat background equal to Pi (1982) * The artwork, which has been in a private collection from its inception to this day, was presented to the public for the first time in this campaign, continuing Tiffany’s long tradition of collaborating with New York designers. This campaign, which presents a new identity for the brand, captures the beauty of love over time and in all its different aspects, forming a new vision of love today.
The Tiffany diamond, worn for the first time in history as part of a campaign, weighs 128.54 carats and has an unprecedented number of 82 facets. It was worn by Beyoncé in “ABOUT LOVE” and is considered one of the most important gem discoveries of the 19th century. Found in the Kimberley mine in South Africa in 1877, the rough diamond was acquired by founder Charles Louis Tiffany in 1878 and established the brand’s reputation as a diamond expert. Icons of the house, including designs by Jean Schlumberger and the Tiffany T collection, can also be seen throughout. Above all, JAY-Z wears Jean Schlumberger’s legendary Bird on a Rock brooch, which has been reconstructed as a unique cufflink. Jean Schlumberger was famous for dressing the elite of high society in the 1960s and 1970s. Hence, it is fitting that his distinctive designs transfer his legacy to one of today’s greatest creative forces.
In addition, a film was produced by the famous director Emmanuel Adje with a musical performance of the classic “Moon River”. Famous for the movie Breakfast at Tiffany’s Since 1961, the iconic tune has been reinterpreted with Beyoncé singing and recorded by JAY-Z with a Super 8 camera. The couple chose Orum House in Los Angeles as the film’s location, where flashbacks are intertwined with dream-like cinematic visuals. Basquiat equal to Pi Running like a red thread through the story. The accompanying print campaign “ABOUT LOVE” was photographed by Mason Poole and designed by John Ambrose and Marni Sinofonte.
“ABOUT LOVE” reflects Tiffany’s continued support for underrepresented communities. As part of House’s partnership with Carters, Tiffany & Co. is proud. Enroll up to $2 million in scholarship and training programs for historically black colleges and universities (HBCUs). More details about this initiative will be announced soon.
“ABOUT LOVE” will be published worldwide in print on September 2nd. The accompanying film will be available on Tiffany.com starting September 15 and will be supported by global media activities. The campaign will continue throughout the year with more films produced by acclaimed director Dekale Rimash and 2nd Unit Director Derek Melton.
About Tiffany & Co.
Tiffany & Co. Founded by Charles Lewis Tiffany in New York City in 1837, it is an international luxury jeweler that symbolizes elegance, innovative design, meticulous craftsmanship and creative excellence.
With over 300 retail stores worldwide and over 13,000 employees, TIFFANY & CO. And its subsidiaries for luxury jewelry, watches and accessories. Nearly 5,000 skilled artisans grind Tiffany’s diamonds and manufacture jewelry in the company’s own workshops, thus implementing the brand’s commitment to the highest quality.
Tiffany & Co. It has long been committed to conducting its business responsibly, protecting the natural environment, promoting diversity and inclusion, and positively impacting the communities in which it operates. Learn more about TIFFANY & CO. To learn about his commitment to sustainability, please visit tiffany.com.
*Partnering in association with Artestar, a global licensing and creative consulting agency representing first-class artists, photographers, designers and creators.
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