August 30, 2021: Tiffany & Co. has been synonymous with the world’s greatest love stories since 1837, and the latest evolution of its new creative direction is the ‘About Love’ campaign. This campaign has been a close collaboration and shared vision between both the Carters, Beyoncé and Jay-Z, and Tiffany & Co.
The Executive Vice President of Product and Communications, Alexandre Arnault spoke about how honoured the brand is to have the Carters as a part of the Tiffany family, and that as a brand that has always stood for love, strength and self-expression, what better iconic couple to represent Tiffany’s values than the epitome of the modern love story, Beyoncé and Jay-Z.
The ‘About Love’ campaign is an exploration of connection and vulnerability, and is also the first time that the couple has featured in a campaign together. Set against the backdrop of Jean-Michel Basquiat’s ‘Equals Pi’ (the 1982 partnership done in collaboration with Artesar, a global licensing agency and creative consultancy), the Carters’ love story is illuminated by the iconic Tiffany Diamond. This work of art was a part of a private collection from its creation until now, and this campaign marks its first public appearance, driving forward Tiffany’s long-standing tradition with New York creatives. Aimed at bringing in a new brand identity, this campaign manifests the beauty of love through time and all of its diverse aspects, creating a new vision of love today.
The Tiffany Diamond weighs 128.54 carats, and boasts of an unprecedented 82 facets. Worn in a campaign for the first time in history, it is considered amongst some of the most important gemstone discoveries of the 19th century. The Tiffany Diamond is seen on Beyoncé throughout the campaign. This diamond was discovered in 1877 in the Kimberley Mines of South Africa, and was purchased by the founder, Charles Lewis Tiffany in 1878.
The icons of this House, including designs from Jean Schlumberger and the Tiffany T collection, are featured throughout this campaign. One of the most notable pieces seen is Jean Schlumberger’s legendary Bird on a Rock brooch, reconstructed as a pair of one-of-a-kind cuff links, worn by Jay-Z.
Featuring a musical performance of the classic song, ‘Moon River’, a film by acclaimed director Emmanuel Adjei has also been created. This iconic tune was made famous in the 1961 Breakfast at Tiffany’s and has now been reimagined with vocals by Beyoncé and captured by Jay-Z on a Super 8 camera. The Orum House in Los Angeles was chosen by the couple to serve as the setting of this film, in which dreamlike, cinematic visuals have been interwoven with nostalgic flashbacks. A common Tiffany Blue thread features throughout the narrative as Basquiat’s Equals Pi appears once again. The accompanying print campaign was styled by June Ambrose and Marni Senofonte and was shot by Mason Poole.
Tiffany & Co. has pledged USD $2 million commitment towards scholarship and internship programs for Historically Black Colleges and Universities (HBCUs), as a part of this partnership with the Carters. The additional details on this initiative are forthcoming.
The ‘About Love’ campaign would be launched globally in print on September 2, 2021, and the accompanying film would be launched on the official website on September 15. The campaign would also be further unfolded later this year with additional films created by acclaimed director Dikayl Rimmasch and second unit director, Derek Milton.
