Beyoncé and JAY-Z for the Tiffany & Co. fall 2021 ABOUT LOVE campaign, shot by Mason Poole
It’s only fitting that one of the world’s most iconic couples star in a campaign “About Love” for one of the world’s most iconic luxury jewelers. Powerhouse duo Beyoncé and JAY-Z are the faces of Tiffany & Co.’s “ABOUT LOVE” collection, the latest evolution of the jeweler’s new creative direction. Synonymous with the world’s greatest love stories since 1837, the brand is celebrating modern love via this shared vision with the Carters.
“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,” says Alexandre Arnault, Executive Vice President of Product & Communications for Tiffany & Co.
As the first time the couple has appeared in a campaign together, “ABOUT LOVE” is an exploration of connection and vulnerability. The Carters’ love story is illuminated by the iconic Tiffany Diamond and set against the backdrop of Jean-Michel Basquiat’s Equals Pi (1982).* As part of a private collection, this campaign marks the work of art’s first public appearance, propelling Tiffany’s long-standing tradition of working with New York creatives forward. Ushering in a new brand identity, the “ABOUT LOVE” campaign embodies the beauty of love through time and all its diverse facets.
Worn in a campaign for the first time in history – as seen on Beyoncé throughout “ABOUT LOVE” – the Tiffany Diamond weighs 128.54 carats, boasts an unprecedented 82 facets and is considered among the most important gemstone discoveries of the 19th century. Unearthed in 1877 in the Kimberley Mines of South Africa, founder Charles
Lewis Tiffany purchased the rough diamond in 1878, solidifying the brand’s reputation as a diamond authority. Today, nearly 5,000 skilled artisans cut Tiffany diamonds and craft jewelry in the Company’s own workshops, realizing the brand’s commitment to superlative quality.
House icons, including designs from Jean Schlumberger and the Tiffany T collection, are also featured throughout the campaign. Most notably, JAY-Z wears Jean Schlumberger’s legendary Bird on a Rock brooch, reconstructed as a pair of one-of-a-kind cuff links. Jean Schlumberger was best known for dressing high society’s elite in the 1960s and ’70s, so it is appropriate that his unmistakable designs live out his legacy on one of today’s greatest creative forces.
Launching September 15, a film by acclaimed director Emmanuel Adjei was created for the campaign, featuring a musical performance of the classic song “Moon River.” Made famous in the 1961 film Breakfast at Tiffany’s, the iconic tune is reimagined with vocals by Beyoncé, captured by JAY-Z on a Super 8 camera. The couple selected the Orum House in Los Angeles to serve as the setting for the film, in which nostalgic flashbacks are interwoven with dreamy cinematic visuals. The accompanying “ABOUT LOVE” print campaign was shot by Mason Poole and styled by June Ambrose and Marni Senofonte.
Speaking to “love” in volumes, the campaign reflects Tiffany’s continued support of underrepresented communities: As a part of the house’s partnership with the Carters, Tiffany &
Co. is pledging a $2 million commitment towards scholarship and internship programs for Historically Black Colleges and Universities (HBCUs).
The “ABOUT LOVE” campaign will further unfold later this year with additional films created by acclaimed director Dikayl Rimmasch and second unit director, Derek Milton.
Ready to fall in love yourself? Shop beautiful pieces and collections at Tiffany & Co. in Aventura Mall, located on the Lower Level.
For more information, contact a store associate at 305-914-1019.
*Partnership done in collaboration with Artestar, a global licensing agency and creative consultancy representing high-profile artists, photographers, designers and creatives