Iconic U.S. jeweller Tiffany & Co. unveiled a brand-new campaign for 2021, starring American “power couple” Beyoncé and Jay Z.
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On the back of Tiffany’s acquisition by French luxury conglomerate LVMH Group completed in January this year, the Tiffany’s “About Love” campaign marks the latest instalment in the New York jeweller’s new creative direction. The campaign is also the result of a collaboration between both the Carters and Tiffany & Co., said the company in a statement.
“Beyoncé and Jay-Z are the epitome of the modern love story,” said Alexandre Arnault, Executive Vice President of Product & Communications, Tiffany & Co, when talking about the campaign, which marks the first time the real-life couple have starred in a campaign together.
“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,” continued Arnault.
Shot by Mason Poole and styled by June Ambrose and Marni Senofonte, the campaign imagery features Beyoncé and Jay-Z in black-tie attire, set against the backdrop of Jean-Michel Basquiat’s Equals Pi art-piece.
The iconic Tiffany Diamond also makes its campaign debut, worn on Beyoncé, weighing 128.54 carats with 82 facets. Likewise, Jay-Z wears Jean Schlumberger’s legendary Bird on a Rock brooch, reconstructed as a pair of one-of-a-kind cuff links for the campaign.
Other house icons including the Tiffany T collection are also featured throughout the campaign.
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Set inside the Orum House in Los Angeles, campaign boasts a film directed Emmanuel Adjei, and features a musical performance from Beyoncé of the classic song “Moon River”, made famous in the 1961 film Breakfast at Tiffany’s. As part of the film, is shown Jay-Z capturing the moment on a Super 8 camera, interspersed with nostalgic flashbacks and cinematic, dreamlike visuals. The Tiffany & Co. ‘About Love’ campaign will make its global debut 2nd September.