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Beyoncé and Jay-Z star in Tiffany&Co new campaign

Along with a never-before-seen Basquiat and over 200 carats of diamonds

Beyoncé and Jay-Z star in Tiffany&Co new campaign Along with a never-before-seen Basquiat and over 200 carats of diamonds
Photo by Mason Poole
Photo by Mason Poole
Photo by Mason Poole

Tiffany&Co. has two new and very special brand ambassadors: Beyoncé and Jay-Z who, very elegant in their Givenchy outfits, pose together for the first time for an advertising campaign. The Carters are starring in About Love, cast as the embodiment of contemporary love, the kind that lasts over time and becomes more intense and beautiful, despite all the difficulties we face in life (for example, the rumors about Jay-Z’s cheating).

Beyoncé and JAY-Z are the epitome of the modern love story. - explains Alexandre Arnault, executive vice president of products and communications for the jewelry house - 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&Co’s values.We are honored to have the Carters as a part of our family.

Photo by Mason Poole
Photo by Mason Poole
Photo by Mason Poole

In Mason Poole's shots, which seem to reclaim the company's image as high-class effortless chic jewelry, Mr. Carter is an old-fashioned gentleman in a black tuxedo and bow tie, embellished by the platinum, yellow gold and diamond Apollo brooch, one of the new men's engagement rings and a pair of cufflinks inspired by the famous A Bird on a Rock brooch created by Jean Schlumberger (one of the most renowned jewelers of the 20th century and former vice president of Tiffany&Co).

Bey, on the other hand, has a look which recalls the Audrey Hepburn of Breakfast at Tiffany's: honey-blonde hair gathered in a high and messy chignon, dramatic and a bit sixties cat-eye and a black dress with cut-out details which highlights the curves of the body and is accessorized with a pair of long sheer gloves. Around the pop star's neck shines, at the end of a chain studded with 100 carats of white diamonds, the iconic Tiffany Yellow Diamond, a 128.54 carat stone discovered in South Africa in 1877 by Tiffany&Co founder Charles Lewis Tiffany. In addition to the singer, who pairs the necklace with a maxi ring, there are only three women who have had the privilege of wearing that huge yellow diamond: Mary Whitehouse, Audrey Hepburn (which is why it's among the most iconic jewelry in movies) and Lady Gaga. 

In addition to Mr. and Mrs. Carter and the diamonds, the other big star of the campaign is a never-before-seen work by Jean-Michel Basquiat. Titled Equals Pi, this 1982 painting belongs to a private collection and was included in the project because it symbolizes the luxury brand's connection to New York and the city's art scene, but also because the art acts as a "common thread throughout the Carter's love story".

About Love also includes a video directed by Emmanuel Adjei that will be available to watch starting September 15, in which Beyoncé sings the unforgettable Moon River, the song made famous in the film Breakfast at Tiffany's, while Jay-Z films her with a Super 8 camera.

The fashion house’s partnership with the Carters, which comes on the heels of the Not Your Mother’s Tiffany campaign and marks the perfect blend of the brand's heritage of timeless elegance and its desire to appeal to a contemporary group of shoppers like Gen Z and Millennials, also includes a $2 million donations in scholarships and internship programs to Historically Black Colleges and Universities (HBCUs).