A First Look at Beyoncé and Jay-Z’s New Tiffany’s Campaign

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Tiffany & Co announced that Beyoncé and husband Jay-Z had signed on to be ambassadors for the jewelry brand at the beginning of August 2021, and we finally have our first look at the married couple’s first joint ad campaign titled “About Love.”

This isn’t just the duo’s first appearance together, either — the Tiffany Yellow Diamond, weighing in at a mere 128.54 carats, appears for the first time in an ad campaign. Beyoncé wears a curve-hugging black gown with sheer opera gloves to don the stunning Tiffany Diamond around her neck. The silhouette of her dress is a clear nod to Audrey Hepburn’s Breakfast at Tiffany’s outfit as Hepburn and Knowles-Carter are two of the four women who have ever worn this precious jewel, along with Mary Whitehouse and Lady Gaga.

In the campaign preview video, Jay-Z wears a pair of one-of-a-kind cuff links fashioned out of a reconfigured broach by Jean Schlumberger known as the Bird on a Rock broach (1956) as well as a Tiffany & Co engagement ring on his pinky finger. He is shown in @tiffanyandco’s most recent Instagram post filming his wife on a Super 8 camera as she sits at a piano in the Orum House in L.A., prepping to sing a rendition of “Moon River” that will premiere on September 15. Black Is King director Emmanuel Adjei was enlisted to collaborate on the video element of this project, and the “About Love” print campaign was photographed by Mason Poole.

The only Tiffany blue that appears in this particular campaign is in the form of a never-seen-before painting by Brooklyn native and Carter-favorite artist Jean-Michel Basquiat titled “Equals Pi.” The piece previously had been in possession of a private collector. Alexandre Arnault of Tiffany & Co spoke to WWD on the Basquiat painting, saying that they do not “have any literature that says he made the painting for Tiffany & Co, but we know a little bit about Basquiat. […] We know he loved New York, and that he loved luxury and he loved jewelry. My guess is that the [blue painting] is not by chance. The color is so specific that it has to be some kind of homage.”

Parent company Moët Hennessy Louis Vuitton SE, commonly referred to as LVMH, acquired Tiffany & Co at the beginning of 2021. LVMH has shifted marketing efforts to breathe new life into the luxury jewelry brand, taking on celebrity ambassadors and debuting campaigns including the controversial “Not Your Mother’s Tiffany” campaign that was criticized for ostracizing long-time shoppers of the brand to court younger buyers. Many took to social media to speak up against how the brand’s choice to distance themselves from older generations in favor of Millennials and Gen Z, while others gave their stamp of approval on the brand’s pivot towards modernization.

LVMH also seems to be aiming to prioritize diversity efforts more with their marketing and brand choices, as Tiffany & Co will be donating million towards Historically Black Colleges and Universities as part of their partnership with Beyoncé and Jay-Z. It’s hard to imagine a better couple to represent the luxurious, timeless, new modern aesthetic of 2021’s Tiffany & Co (or a couple that would generate more digital interest). The brand is set to unveil a full Times Square billboard takeover as well as international marketing efforts at major locations in Paris, Tokyo, Shanghai, and London in the coming months to showcase the “About Love” campaign.

The “About Love” video featuring Beyoncé and Jay-Z will debut on September 15 on tiffany.com as well as other digital platforms and news outlets.

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