Mr and Mrs Carter are feeling a little blue—Tiffany blue, that is. The star duo will appear in the next ad campaign celebrating “modern love” for the iconic American jeweller, which was acquired by LVMH Moët Hennessy Louis Vuitton in January. Beyoncé and Jay-Z, of course, are no strangers to luxury’s biggest players. In February, LVMH bought a 50 percent stake in the rapper’s popular Champagne brand, Armand de Brignac.
“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.” says Alexandre Arnault, Executive Vice President of Product & Communications.
View this post on Instagram
This campaign marks the very first time that The Carters have appeared in a campaign together. In the evocative main visual, they are backgrounded by Jean-Michel Basquiat’s Equals Pi (1982) which has hardly been seen in public, having been in a private collection up till now (it last appeared at a 1996 Sotheby’s auction in London). Also making its campaign debut is the Tiffany Diamond with its 128.54 carats and 82 facets seen on Beyonce. This diamond, considered one of the most important gemstone discoveries of the 19th century, was purchased by the house’s founder Charles Lewis Tiffany in 1878.
View this post on Instagram
Eagle-eyed connoisseurs and Tiffany & Co. fans will also spot other stars from the jewellery house in the stunning visual with the Jean Schlumberger Apollo brooch pinned on Jay-Z. Incidentally, the famous Schlumberger Bird on a Rock brooch is also reconstructed as a one-of-a-kind cufflinks for this shoot as well.
An accompanying film About Love based around this campaign is directed by Emmanuel Adjei, lensed on a Super 8 camera by Jay-Z and will feature the beautiful Moon River song from the 1961 film Breakfast at Tiffany’s, this time reimagined with vocals by Beyonce. The film will debut on Tiffany.com on September 15. For the Carters, the best part of this campaign is in the giving back, with Tiffany & Co. pledging a US$2million commitment towards scholarships and internship programmes for Historically Black Colleges and Universities (HBCUs).
View this post on Instagram
Meanwhile, Tiffany & Co’s new high-profile campaign begins at an auspicious moment for the jeweller. According to Forbes, the brand is poised to double its sales over the next five years under LVMH management. The luxury conglomerate believes Tiffany has yet to fully tap its global potential. For now, the jeweller will have this megawatt partnership with music’s most powerful couple shining a spotlight on their collections. As for Beyoncé, who turns 40 on 4 September, she said she hopes the next decade of her life will be “fun and full of freedom.” We imagine it will also include a Tiffany box or two.
Previously published on Robb Report.
