Reading Time: 2 min.
Recently, the New York luxury brand announced its new “ABOUT LOVE” campaign, starring one of the world’s most powerful couples: Beyoncé and Jay Z.The campaign marks the brand’s new creative direction and latest evolution and celebrates modern love. And it’s the result of the unique vision and collaboration between Tiffany and the Carters.
“ABOUT LOVE” also marks a milestone within the brand by introducing the iconic 128.54-carat and 82-facet Tiffany Diamond worn for the first time in a campaign. This impressive gem is a part of history as it is considered one of the most astounding gemstone discoveries from the 19th century. Also, this diamond solidified the brand’s reputation as one of the world’s leading diamond authorities.
This campaign also features jewelry from the Tiffany T collection and designs by Jean Schlumberger. One of these pieces is the Bird on a Rock brooch, worn by Jay Z, rebuilt as a one-of-a-kind pair of cufflinks. Notably, Schlumberger’s work dressed the social elite in the 1960s and 1970s, and their designs reflect the power and legacy of the Carters’ creative force in this campaign.
The New York house has powered the big apple’s creative community for decades. With this tradition present, it gives us the first public appearance of Equals Pi (1982) by Jean-Michel Basquiat, framing the couple and the priceless jewels. This painting remained as part of a private collection from its creation until now.
In addition, acclaimed director Emmanuel Adjei has contributed to the audiovisual campaign with a short film collaborating with the Carters. This film has captured the essence of creative thought through nostalgic flashbacks mixed with powerful visuals. Furthermore, the film presents a new interpretation of the classic “Moon River” (a song that rose to fame with the film Breakfast at Tiffany’s, 1961) with vocals by Beyoncé. And the print campaign was photographed by Mason Poole and styled by June Ambrose and Marni Senofonte.
In addition to all the above, this impressive campaign also reflects the support Tiffany & Co. provides to underrepresented communities. As part of the partnership formed with the Carters, the New York brand has made a 2-million-dollar commitment to donate to scholarships and programs for Historically Black Colleges and Universities (HBCUs).
“ABOUT LOVE” was launched globally in print media this past September 2, 2021. The film will be released this week at Tiffany.com and will garner support through worldwide activations. Additionally, the campaign will develop in the coming months with complementary films by acclaimed director Dikayl Rimmasch.
Share
Images
Mason Poole y Tiffany & Co.