A behind-the-scenes look at “About Love,” Tiffany’s new campaign starring Beyoncé and Jay-Z (Beyoncé and Jay-Z for the Tiffany & Co. fall 2021 About Love campaign/Photo credit: Mason Poole)
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Mason Poole shot “About Love,” which features Beyoncé wearing the Tiffany diamond and a never-publicly-displayed painting by Jean-Michel Basquiat called “Equals Pi.” (Beyoncé and Jay-Z for the Tiffany & Co. fall 2021 About Love campaign/Photo credit: Mason Poole)
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A close-up shot of the Tiffany Diamond. “About Love” is the first time the famous 128.54-carat stone has been worn in an advertising campaign. (Beyoncé and Jay-Z for the Tiffany & Co. fall 2021 About Love campaign/Photo credit: Mason Poole)
New York—Tiffany & Co. has announced the stars of its latest campaign, teaming up with one of the most powerful and influential couples in the world.
Beyoncé and Jay-Z are the faces of “About Love,” the jeweler’s new advertising campaign that marks a few firsts.
To start with, it is the first time the two musicians, who have more than 50 Grammys between them, have appeared in a campaign together.
It is also the first time the famous Tiffany Diamond, a 128.54-carat yellow stone, has appeared in one of the jeweler’s campaigns (the stone has made a public appearance fairly recently, however, accompanying Lady Gaga to the Academy Awards in 2019).
In the images of the campaign released so far, Beyoncé is seen wearing the diamond with a black dress reminiscent of the iconic Givenchy gown Holly Golightly (Audrey Hepburn) wore in the opening scene of “Breakfast at Tiffany’s” with long black mesh gloves.
The “Bird on a Rock” design transformed into cufflinks
Designs from the “Tiffany T” and Jean Schlumberger collections are also featured, including Schlumberger’s “Bird on a Rock brooch,” reconstructed as a pair of one-of-a-kind cufflinks worn by Jay-Z and pictured above.
Lastly, “About Love” marks the first the public appearance for Jean-Michel Basquiat’s painting “Equals Pi,” which has a Tiffany-blue background. The painting has been part of a private collection since its creation in 1982.
In a news release, Tiffany said the campaign is “the result of a close collaboration and a shared vision between both the Carters and Tiffany,” and is an “exploration of connection and vulnerability.”
It’s also a continuation of the Carters’ relationship with Tiffany’s new owner, LVMH.
Earlier this year, it was announced that LVMH, which owns Moët and Hennessy, would acquire half of Armand de Brignac, Jay-Z’s brand of champagne that’s better known as Ace of Spades.
“Beyoncé and Jay-Z are the epitome of the modern love story,” Tiffany Executive Vice President of Product & Communications Alexandre Arnault said in the release.
“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 honored to have the Carters as a part of the Tiffany family.”
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Mason Poole shot the print portion of “About Love,” with styling by June Ambrose and Marni Senofonte. It will launch globally Sept. 2.
An accompanying film directed by Emmanuel Adjei—who collaborated with Beyoncé on her musical film and visual album “Black Is King”—with Beyoncé singing her own version of “Moon River,” the famous Henry Mancini song from “Breakfast at Tiffany’s,” also was shot.
That is set to launch on the Tiffany website on Sept. 15.
Additional campaign films by director Dikayl Rimmasch and second unit director Derek Milton are set to drop later this year.
Tiffany said “About Love” reflects its “continued support of underrepresented communities,” and, as part of its partnership with the Carters, the jeweler is pledging $2 million toward scholarship and internship programs for historically Black colleges and universities.
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