The two new ambassadors for Tiffany & Co. now star in the new campaign, “ABOUT LOVE.”
Shot by Mason Poole, this is the first time the couple have appeared in a campaign together. You can see Beyonce wearing the famous 128-carat Tiffany Diamond that the brand acquired in 1878. This makes Beyonce the fourth woman, a first black woman, to wear the diamond after Mary Whitehouse, Audrey Hepburn, and Lady Gaga.
Executive Vice President of Product & Communications, Alexandre Arnault, said in a statement,
“Beyoncé and JAY-Z are the epitome of the modern love story. 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 honoured to have the Carters as a part of the Tiffany family.”
This partnership includes a $2 million USD commitment by Tiffany & Co. that will go towards educational programs and scholarships focused on Historically Black Colleges and Universities.
But the more interesting part of the campaign is the never-before-seen painting by Jean-Michel Basquiat, Equals Pi(1982).
You’d think the painting was commissioned by Tiffany due to the colour scheme, but no. The painting was only just acquired by the brand as it was previously owned by a collector who has held the piece since the 1980s.
Alexendre Arnault said to WWD that there is no “literature that says he made the painting for Tiffany’s” but it seems Arnault would like to draw the connection anyway. “We know he loved New York,” he added, “and that he loved luxury and he loved jewellery. My guess is that the [blue painting] is not by chance. The colour is so specific that it has to be some kind of homage.”