While on the cover of Harper’s Bazaar earlier this month, Beyoncé is seen sporting jewelry from Tiffany & Co. ahead of the exclusive announcement that her and her husband and business mogul, Jay-Z, were named the new faces of the high-end jeweler. After posting the first look of a photoshoot from her Instagram early Monday morning, WWD broke the details of the historical campaign, About Love.
“Beyoncé and JAY-Z are the epitome of the modern love story. 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,” Alexandre Arnault, Executive Vice President of Product & Communications exclaims in a statement. “We are honored to have the Carters as a part of the Tiffany family.”
With this being the couple's first campaign featured together, it’s only fitting that the billionaire pair celebrate their mark with a few firsts.
While Beyoncé is seen delicately displaying the Tiffany Diamond, in all its 128.54 carats and 82 facets glory, she became the first Black woman to wear the illustrious yellow gemstone and now stands beside Mary Whitehouse, Audrey Hepburn, and Lady Gaga who are the only women to ever do so. This is also the first time the diamond has been featured in a campaign.
The couple also poses in front of never before seen Jean-Michel Basquiat’s artwork titled "Equals Pi.” Painted in Tiffany’s signature robin-egg blue, the luxury jeweler acquired the 1980’s piece respectively from a private collector, which excellently transcends the Carter’s passion in bringing notable Black culture to the forefront within their work.
Taking their efforts of empowering underrepresented communities a step further, the Carter’s also partnered with Tiffany & Co. to pledge $2 million in its commitment towards scholarship and internship programs for Historically Black Colleges and Universities.
But that’s not all. The About Love campaign will have an accompanying print feature set for September 2, exclusively to Harper’s Bazaar UK. A short film starring Beyoncé is also set to come, the star will be singing her rendition and arrangement of “Moon River,” the most memorable record from the 1961 classic film Breakfast At Tiffany’s. The forthcoming rendition of “Moon River” serves as a subtle parallel to the singer's original “Die With You” video in 2015.
There will also be a digital takeover as the campaign will cover all of New York’s Times Square and Grand Central as well as supreme fashion cities Paris, Tokyo, Shanghai, and London.
“If you think about iconic power couples in the world, they are number one, at least in my mind,” Arnault expressed. “It’s a really proud moment for everyone at Tiffany.”
For more information on the About Love campaign, visit Tiffany & Co.