Beyoncé and Jay-Z’s much-anticipated marketing campaign for Tiffany & Co. has arrived—and it options just a few notable firsts.
On Monday, the American jeweler revealed its fall 2021 marketing campaign, referred to as “About Love,” which stars the music business energy couple. Photographed by Mason Poole, the pictures are the primary time they’ve appeared in a marketing campaign collectively. It’s additionally the primary time the Tiffany blue Jean-Michel Basquiat portray within the background, entitled Equals Pi (1982), has been seen publicly. Within the pictures, Beyoncé wears the long-lasting Tiffany Diamond—marking the primary time the jewel has been featured in an promoting marketing campaign. (She’s the primary Black lady to put on the diamond, and the fourth individual to put on it in Tiffany’s historical past.)
The yellow diamond weighs 128.54 carats and boasts 82 sides. It was found in South Africa’s Kimberley Mines in 1877; Tiffany’s founder, Charles Lewis Tiffany, bought the tough diamond the next yr. It’s been thought-about an essential gemological discovery ever since, and as we speak hangs from a platinum necklace set with 16 cushion-cut diamonds and 46 spherical good diamonds. Altogether, the white diamonds alone weigh over 95 carats. Jay-Z, in the meantime, wears a pair of one-off cufflinks impressed by jewellery designer Jean Schlumberger’s Chook on a Rock brooch. A lot of latest creations from the model’s T Assortment are additionally noticed all through the marketing campaign.
The pictures will likely be joined by a brief movie director Emmanuel Adjei created, which can function a musical efficiency of the track “Moon River,” written for the 1961 Audrey Hepburn film Breakfast at Tiffany’s. In Adjei’s movie, Beyoncé sings the track and performs piano whereas Jay-Z data her on a Super8 digital camera.
“Beyoncé and Jay-Z are the epitome of the fashionable love story,” mentioned Alexandre Arnault, Tiffany’s government vp of product and communications, in an announcement in regards to the marketing campaign. “As a model that has all the time stood for love, power and self-expression, we couldn’t consider a extra iconic couple that higher represents Tiffany’s values. We’re honored to have the Carters as part of the Tiffany household.”
As a part of its partnership with Beyoncé and Jay-Z, Tiffany is underscoring its help of underrepresented communities by pledging $2 million towards scholarships and internship applications for college students of traditionally Black schools and universities.
The “About Love” marketing campaign will launch globally on September 2, and the quick movie will debut on September 15 on Tiffany.com.