Tiffany & Co. has launched a new campaign, and the celebrities at the helm of the campaign will be familiar to most. Jay-Z and Beyonce have joined the new Tiffany campaign, “About Love,” and they’ve created a gorgeous throw-back film that harnesses the elegance of Audrey Hepburn. Bringing the timelessness of love into the modern era, the campaign’s photo release is set before a stunning piece of artwork from Jean-Michel Basquiat.
The Carters Are All ‘About Love’
The Carters have joined Tiffany. With the launch of Tiffany & Co.’s new campaign, “About Love,” Jay-Z and Beyonce have joined the Tiffany family, bringing their juggernaut presence and indomitable style to the jewelry titans. The campaign is a throw-back to the era of Audrey Hepburn, and the campaign’s photo stills are breathtaking in their blend of modern and old-timey.
Beyonce poses in a classic Hepburn black bodycon dress, with the elegant gloves and playful expression that evoke the acting legend herself. Around Bey’s neck is the timeless Tiffany & Co. Tiffany Diamond, one of the brand’s founding and defining pieces from 1878. Jay-Z lounges in a chair nearby, gazing at the fearless Beyonce, both of their expressions bold and direct. Beyond the couple is an eye-catching masterpiece, a Basquiat original titled Equals Pi from 1982. The juxtaposition of Beyonce’s Hepburn gown, pose, and the Tiffany Diamond alongside Jay-Z’s modern suit, chair, and Basquiat’s art is a promise that the film to follow will be a fascinating merging of the past and the present.
The film is an iconic nod to love, Tiffany’s greatest brand association. The Tiffany website shares, “A film by acclaimed director Emmanuel Adjei has also been created and features 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 cinematic, dreamlike visuals. Basquiat’s Equals Pi (1982) appears once again as a common Tiffany Blue® thread throughout the narrative. The accompanying ‘ABOUT LOVE’ print campaign was shot by Mason Poole and styled by June Ambrose and Marni Senofonte.”
First Campaign Together, And an Online Debate
Although Jay-Z and Beyonce are approaching 13 years of marriage, this is the first time they’ve worked in a public campaign like this together. Beyonce’s diamond debut marks the fourth time in history that a woman has worn the diamond; prior honors going to Mary Whitehouse, Audrey Hepburn, and Lady Gaga. It also marks the first time a Black woman has worn the diamond.
The choice of Jay-Z and Beyonce as the couple to headline the campaign has been as natural as breathing, but the choice of using a Basquiat painting for a commercial purpose has sparked debate online. Basquiat’s art is by nature anti-consumerism and pro independent thought, which a large corporation like Tiffany & Co. might not be so in line with. However, the online debate around the painting has supporters on both sides. MSN shares, “The use of the unseen Basquiat has sparked a debate on social media about art, consumerism and the late painter himself.
While some argued that he would not have wanted his painting to be used for a such a commercial purpose, others argue the opposite, that Basquiat’s love of pop culture would mean he would be happy to be involved.
… The painting itself dates from 1982 and is titled Equals Pi. It had belonged to a private collector until Tiffany’s acquired the piece, which uses the brand’s signature robin-egg blue color.”
There is an argument as to whether the signature color means that Basquiat may have painted it for or in homage of Tiffany & Co., but no answers are forthcoming since it’s been owned privately for so long. It will be displayed in the Tiffany’s NYC Fifth Avenue location.
Tiffany Means Romance
Throughout the years, since its inception in 1837 by Charles Lewis Tiffany, Tiffany & Co. has been synonymous with romance and love. If you’re serious about wowing a romantic partner, you go to Tiffany. “About Love” is a modern celebration of a timeless love, represented by one of Hollywood’s most famous couples.
A Tiffany’s press release shares, “‘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 honored to have the Carters as a part of the Tiffany family.’ – Alexandre Arnault, Executive Vice President of Product & Communications.”
However you feel about Basquiat’s painting being involved in the campaign, Beyonce and Jay-Z have utterly nailed the vibe they were going for. Bey’s style has ever been classy and timeless, and being a modern day Hepburn is as much an ode to the queen of pop herself as it is to the actress.
“About Love” will launch globally in print on September 2nd, and the film will launch September 15th on Tiffany.com. More films will follow later this year, making it an ongoing celebration of modern love, romance and beauty. The partnership with the Carters has created opportunities for others as well. Tiffany & Co. is donating $2 million towards scholarship and internship programs for Historically Black Colleges and Universities (HBCUs).