“Love is the diamond that the jewellery and artwork adorn.” The Carters
“Beyoncé and JAY-Z are the epitome of the trendy love story. As a model that has at all times stood for love, power, and self-expression, we couldn’t consider a extra iconic couple that higher represents Tiffany’s values. We’re honored to have the Carters as part of the Tiffany household.” —Alexandre Arnault, Government Vice President of Product & Communications.
For the primary time, the couple has appeared in a marketing campaign collectively, “ABOUT LOVE” is an exploration of connection and vulnerability. The Carters’ love story is illuminated by the enduring Tiffany Diamond and set in opposition to the backdrop of Jean-Michel Basquiat’s Equals Pi (1982).* As a part of a personal assortment from its creation till now, this marketing campaign marks the murals’s first public look, propelling Tiffany’s long-standing custom of working with New York creatives ahead. Ushering in a brand new model identification, this marketing campaign embodies the great thing about love by time and all its various aspects, forging a brand new imaginative and prescient of affection right now.
Worn in a marketing campaign for the primary time in historical past, the Tiffany Diamond weighs 128.54 carats and boasts an unprecedented 82 aspects. Seen on Beyoncé all through “ABOUT LOVE,” it’s thought of among the many most necessary gemstone discoveries of the nineteenth century. Unearthed in 1877 within the Kimberley Mines of South Africa, founder Charles Lewis Tiffany bought the tough diamond in 1878, solidifying the model’s fame as a diamond authority. Home icons together with designs from Jean Schlumberger and the Tiffany T assortment are additionally featured all through. Most notably, JAY-Z wears Jean Schlumberger’s legendary Chicken on a Rock brooch, reconstructed as a pair of one-of-a-kind cuff hyperlinks. Jean Schlumberger was finest recognized for dressing excessive society’s elite within the Sixties and ’70s, so it’s acceptable that his unmistakable designs dwell out his legacy on one in every of right now’s biggest inventive forces.
A movie by acclaimed director Emmanuel Adjei has additionally been created and contains a musical efficiency of the traditional tune “Moon River.” Made well-known within the 1961 movie Breakfast at Tiffany’s, the enduring tune is reimagined with vocals by Beyoncé, captured by JAY-Z on a Tremendous 8 digital camera. The couple chosen the Orum Home in Los Angeles to function the setting for the movie, through which nostalgic flashbacks are interwoven with cinematic, dreamlike visuals. Basquiat’s Equals Pi seems as soon as once more as a standard Tiffany Blue® thread all through the narrative. The accompanying “ABOUT LOVE” print marketing campaign was shot by Mason Poole and styled by June Ambrose and Marni Senofonte.
“ABOUT LOVE” displays Tiffany’s continued help of underrepresented communities. As part of the home’s partnership with the Carters, Tiffany & Co. is proud to pledge a USD $2 million dedication in the direction of scholarship and internship applications for Traditionally Black Schools and Universities (HBCUs). Further particulars on this initiative are forthcoming.
“ABOUT LOVE” launches globally in print on September 2. The accompanying movie will launch on Tiffany.com on September 15 and will likely be amplified by international media activations. The marketing campaign will additional unfold later this 12 months with extra movies created by acclaimed director Dikayl Rimmasch and second unit director, Derek Milton.
