Tiffany & Co. announced today that powerhouse couple Beyoncé and Jay-Z will star in its latest campaign celebrating modern love. Entitled ‘About Love’, Tiffany’s latest campaign marks the latest evolution of the luxury jeweller’s new creative direction. The campaign is the result of a close collaboration and a shared vision between both the Carters and Tiffany & Co.
“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. We are honoured to have the Carters as a part of the Tiffany family,” Alexandre Arnault, Executive Vice President of Product & Communications shared in a media statement.
Beyoncé and JAY-Z are the epitome of the modern love story
This is the first time the couple has appeared in a campaign together. The Carters’ love story is illuminated by the iconic Tiffany Diamond and set against the backdrop of Jean-Michel Basquiat’s Equals Pi (1982)*.
Worn in a campaign for the first time in history, the Tiffany Diamond weighs 128.54 carats and boasts an unprecedented 82 facets. Seen on Beyoncé throughout ‘About Love’ campaign, it is considered among the most important gemstone discoveries of the 19th century.
Unearthed in 1877 in the Kimberley Mines of South Africa, founder Charles Lewis Tiffany purchased the rough diamond in 1878, solidifying the brand’s reputation as a diamond authority. House icons including designs from Jean Schlumberger and the Tiffany T collection are also featured throughout. Most notably, Jay-Z wears Jean Schlumberger’s legendary Bird on a Rock brooch, reconstructed as a pair of one-of-a-kind cuff links.