Tiffany & Co.’s latest marketing campaign will star Beyoncé Knowles-Carter and husband Jay-Z, as the luxury jeweler aims for a creative take on modern love.
The About Love campaign features Beyoncé wearing the 128.54-carat yellow Tiffany Diamond, the first time it’s been worn in a campaign, the company said Monday. The celebrities will also showcase pieces from the Tiffany T collection, as well as some by iconic Tiffany designer Jean Schlumberger. Jay-Z, whose real name is Shawn Corey Carter, will wear Schlumberger’s famous Bird on a Rock brooch, which has been reconstructed as a pair of cuff links.
“Beyoncé and Jay-Z are the epitome of the modern love story,” said Alexandre Arnault, executive vice president of product and communications for Tiffany. “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 honored to have the Carters as a part of the Tiffany family.”
Tiffany has also created a film for the campaign in which Beyoncé sings “Moon River,” which was made famous in the 1961 film Breakfast at Tiffany’s.
As part of Tiffany’s partnership with Beyoncé and Jay-Z, Tiffany will donate $2 million toward scholarships and internship programs for historically Black colleges and universities (HBCUs), it noted.
About Love will launch globally in print on September 2, with the film debuting on September 15. Tiffany will create additional films for the campaign later this year.
Image: Beyoncé and Jay-Z in the About Love campaign. (Tiffany & Co./Mason Poole)
BRON: Rapaport 23-8-2021