Following up on the recent announcement that placed Queen B and her husband Jay Z as the new faces of Tiffany & Co., the first pictures of this epic campaign were released few days ago. The couple, their clothes, the Basquiat painting, the Tiffany’s jewels, everything looks just mind-blowing. Make sure to check it out!
Magazine Harper’s Bazaar September issue features in its cover the pop artist Beyoncé Knowles-Carter and announces something amazing: the singer and her husband were chosen as new ambassadors of Tiffany & Co. Last week, the American high-jewelry house released the first pictures of its new campaign “About Love” and it has, ever since, been dragging everyone’s attention. The Carter’s first appearance for the campaign has several reasons to be such a blast, as it comes with many “firsts”.
In the recently advertised pictures, the couple poses in front of a true masterpiece, a Jean-Michael Basquiat painting. This work of art, entitled “Equals Pi”, dates from 1982 and had rarely been seen before, as it used to belong to a private collection. The Basquiat, which has the most perfect Tiffany-Blue colour in it, was publicly viewed for the first time in this campaign, after being bought by the luxury jeweler.
Besides, it is the first time ever the two musicians pose together for a campaign. Jay Z and Beyoncé were elected Tiffany’s global faces in an attempt to create a new and more modern image to the heritage brand, following its purchase for over $16 billion by LVMH Group in 2019. This acquisition is a historical mark, considered the largest deal ever performed in the luxury sector and, as such, it comes with a whole repositioning of the brand to today’s customers and standards. Tiffany & Co. has been shifting its marketing approach, starting with the recent “Not Your Mother’s Tiffany” campaign. This marketing effort comes with a differentiation strategy, by setting past and present together, it makes the 184-year-old brand a timeless and classy yet contemporary and cool label.
The “About Love” campaign was shot by Mason Poole and styled by June Ambrose and Marni Senofonte. In her first look, Queen B wears a Givenchy gown combined with a pair of black gloves, in a reinterpretation of the classic outfit worn by Audrey Hepburn in “Breakfast at Tiffany’s”. Jay Z also appears wearing a tuxedo from Givenchy. For Beyoncé’s second look, a gorgeous open back Balmain gown was chosen, in which the iconic Yellow Diamond necklace hangs in her back.
In the pictures, the two lovebirds appear wearing some Tiffany & Co. pieces which are not for sale. Jay Z wore an iconic Bird on a Rock Brooch designed by Jean Schlumberger in 1956, which was turned into a pair of cuff links for the campaign, as well as an engagement ring on his pinkie finger and the Apollo Brooch in his tux lapel. But all attention seems to be focused on Beyoncé’s jewelry, especially the Yellow Diamond necklace. The diamond was discovered in South African Kimberley Mines in 1877 and bought by Charles Lewis Tiffany the following year, for around $18,000. The 128.54-carat gemstone was only worn by three other women before Queen B – which was the first black woman to wear the statement diamond – Mary Whitehouse in 1957, Audrey Hepburn in Breakfast at Tiffany’s in 1961, and Lady Gaga at the Oscars in 2019. Moreover, this is the first time the famous diamond piece – valued at $30 million but not available for sale – appears in an ad campaign.
Furthermore, Tiffany &Co. has agreed to donate $2 million in scholarships and internships to Historically Black Colleges and Universities, as part of the partnership with Jay Z and Beyoncé. Apart from the recently released pictures, the “About Love” campaign featuring the superstar couple also includes a movie, directed by Emmanuel Ajei – a.k.a. the genius behind Beyoncé’s “Blak is King” musical – and shot by Jay Z himself using Super 8 film, at the Orum House in Los Angeles. In the video, Beyoncé will perform a cover of “Moon River”, the classic and celebrated song from “Breakfast at Tiffany’s” 1961 movie.
The “About Love” campaign will be released worldwide on September 3 and the movie will launch on the 15th of the same month on Tiffany & Co.’s website. How excited are you to check out this epic campaign? Stay tuned!
Published by HOLR Magazine.