"Love is a diamond. It makes jewelry and art shine even brighter." - The Carters
Photo Credit Mason Poole
Tiffany & Co. has announced a new brand campaign celebrating modern love, featuring American music power couple Beyoncé and Jay-Z. Since its founding in 1837, Tiffany & Co. has been a symbol of true love and has inspired incredible love stories around the world. "ABOUT LOVE" is a campaign created under the brand's new creative direction. This campaign is a special collaboration brought to life through the shared vision of the Carters and Tiffany.
This is the first time Beyoncé and Jay-Z have appeared together in a campaign. "ABOUT LOVE" explores human connection and transience. The Carters' love story unfolds against the backdrop of Jean-Michel Basquiat's "Equals Pi (1982)*" and illuminated by the iconic Tiffany Diamond. The campaign marks the first time Tiffany's artwork has been publicly unveiled, continuing Tiffany's longstanding tradition of collaborating with New York creatives. It showcases a new brand identity, showcasing the timeless beauty and diversity of love while offering a new vision for modern love.
Photo Credit Mason Poole
The Tiffany Diamond, worn for the first time in a brand campaign, boasts a total weight of 128.54 carats and 82 facets. This yellow diamond, worn by Beyoncé in "ABOUT LOVE," is considered one of the rarest gemstones discovered in the 19th century. Discovered in 1877 in the Kimberley diamond mines of South Africa, this rough diamond was purchased the following year by founder Charles Lewis Tiffany, solidifying the brand's reputation as an authority on diamonds. "ABOUT LOVE" is also peppered with iconic pieces from the brand, including the Jean Schlumberger and Tiffany T Collections. For example, the cufflinks worn by Jay-Z are a one-of-a-kind creation, a reimagining of Schlumberger's classic "Bird on a Rock" brooch. Schlumberger was known as a jewelry designer beloved by the upper class in the 1960s and 1970s. It's only natural, then, that Schlumberger's unique designs have been passed down to these two great men.
Photo Credit Mason Poole
Additionally, renowned film director Emmanuel Adjei has created a film using the classic song "Moon River" as its theme song. Widely known as the theme song for the 1961 film "Breakfast at Tiffany's," Beyoncé re-creates the song and Jay-Z films the entire experience on a Super 8 camera.
The pair chose the Olm House, a Los Angeles mansion, as the setting for the film. The film blends nostalgic footage with cinematic, dreamy imagery. Basquiat's "Equals Pi" also reappears in the story, evoking the color Tiffany Blue. The print version of the campaign was photographed by Mason Poole and styled by June Ambrose and Marni Senofonte.
The campaign also supports Tiffany's ongoing support of underrepresented groups. In partnership with Carter's, Tiffany has committed $2 million to scholarship and internship programs at Historically Black Colleges and Universities (HBCUs). Further details will be announced at a later date.
The campaign is scheduled to premiere on the Tiffany website in September. Additionally, work by renowned filmmakers Dikayl Rimmasch and Derek Milton will be released at the end of 2021.
@TiffanyAndCo
*This partnership was formed in collaboration with Artestar, a global licensing agency and creative consulting firm representing renowned artists, photographers, designers, and creators.
Click here for company press release details
Photo Credit Mason PooleTiffany & Co. has announced a new brand campaign celebrating modern love, featuring American music power couple Beyoncé and Jay-Z. Since its founding in 1837, Tiffany & Co. has been a symbol of true love and has inspired incredible love stories around the world. "ABOUT LOVE" is a campaign created under the brand's new creative direction. This campaign is a special collaboration brought to life through the shared vision of the Carters and Tiffany.
"Beyoncé and Jay-Z are the stars of a modern-day love story. They are the perfect couple. Tiffany has long been a beloved brand, symbolizing love, strength, and self-expression. We couldn't imagine a more inspiring couple to embody these values. We are honored to welcome the Carters into the Tiffany family."- Alexandre Arnault, Executive Vice President, Product & Communications
This is the first time Beyoncé and Jay-Z have appeared together in a campaign. "ABOUT LOVE" explores human connection and transience. The Carters' love story unfolds against the backdrop of Jean-Michel Basquiat's "Equals Pi (1982)*" and illuminated by the iconic Tiffany Diamond. The campaign marks the first time Tiffany's artwork has been publicly unveiled, continuing Tiffany's longstanding tradition of collaborating with New York creatives. It showcases a new brand identity, showcasing the timeless beauty and diversity of love while offering a new vision for modern love.
Photo Credit Mason PooleThe Tiffany Diamond, worn for the first time in a brand campaign, boasts a total weight of 128.54 carats and 82 facets. This yellow diamond, worn by Beyoncé in "ABOUT LOVE," is considered one of the rarest gemstones discovered in the 19th century. Discovered in 1877 in the Kimberley diamond mines of South Africa, this rough diamond was purchased the following year by founder Charles Lewis Tiffany, solidifying the brand's reputation as an authority on diamonds. "ABOUT LOVE" is also peppered with iconic pieces from the brand, including the Jean Schlumberger and Tiffany T Collections. For example, the cufflinks worn by Jay-Z are a one-of-a-kind creation, a reimagining of Schlumberger's classic "Bird on a Rock" brooch. Schlumberger was known as a jewelry designer beloved by the upper class in the 1960s and 1970s. It's only natural, then, that Schlumberger's unique designs have been passed down to these two great men.
Photo Credit Mason PooleAdditionally, renowned film director Emmanuel Adjei has created a film using the classic song "Moon River" as its theme song. Widely known as the theme song for the 1961 film "Breakfast at Tiffany's," Beyoncé re-creates the song and Jay-Z films the entire experience on a Super 8 camera.
The pair chose the Olm House, a Los Angeles mansion, as the setting for the film. The film blends nostalgic footage with cinematic, dreamy imagery. Basquiat's "Equals Pi" also reappears in the story, evoking the color Tiffany Blue. The print version of the campaign was photographed by Mason Poole and styled by June Ambrose and Marni Senofonte.
The campaign also supports Tiffany's ongoing support of underrepresented groups. In partnership with Carter's, Tiffany has committed $2 million to scholarship and internship programs at Historically Black Colleges and Universities (HBCUs). Further details will be announced at a later date.
The campaign is scheduled to premiere on the Tiffany website in September. Additionally, work by renowned filmmakers Dikayl Rimmasch and Derek Milton will be released at the end of 2021.
@TiffanyAndCo
*This partnership was formed in collaboration with Artestar, a global licensing agency and creative consulting firm representing renowned artists, photographers, designers, and creators.
Click here for company press release details
The press releases featured in this article have been provided by PR TIMES Inc. and are reproduced verbatim. FASHION HEADLINE does not endorse the products or services featured, nor does it guarantee the content of the press releases. For inquiries regarding the content of this article, please contact PR TIMES Inc. (https://prtimes.jp/) directly.
