Synonymous with the world's greatest love stories since 1837, Tiffany's debut of “ABOUT LOVE” marks the latest evolution in the luxury jeweler's new creative direction. As the pair first 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 Equals Pi (1982) by Jean-Michel Basquiat.
As part of a private collection from its creation until today, this campaign marks the first public appearance of the artwork, continuing Tiffany's long tradition of working with New York creatives. Ushering in a new brand identity, this campaign embodies the beauty of love across time and all its different facets, forging a new vision of love today. Worn in a campaign for the first time in history, the Tiffany Diamond weighs 128,54 carats and boasts an unprecedented 82 facets. Seen on Beyoncé during “ABOUT LOVE,” it is considered among the most important gemstone discoveries of the 19th century.
Photo Credit: Tiffany & Co.
For editorial use only.
Discovered in 1877 in the Kimberley mines in South Africa, founder Charles Lewis Tiffany bought the rough diamond in 1878, consolidating the brand's reputation as an authority on the diamond industry. House icons, including designs by Jean Schlumberger and the Tiffany T collection, are also featured throughout. Most notably, JAY-Z is wearing the legendary Bird on a Rock pin from jean schlumberger, reconstructed as a pair of one-of-a-kind twins. Jean Schlumberger was best known for dressing the high society elite in the '60s and '70s, so it's fitting that his unmistakable designs live out his legacy on one of today's greatest creative forces.
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 re-imagined with Beyoncé's voice, captured by JAY-Z on a Super 8 camera. The pair chose Los Angeles' Orum House as the setting for the film, in which nostalgic flashbacks intertwine with cinematic and dreamlike images. Basquiat's Equals Pi (1982) again appears as a common thread of Tiffany Blue® throughout the narrative. As part of the house's partnership with the Carters, Tiffany & Co. is proud to commit to a $2 million USD scholarship pledge and Historically Black Colleges and Universities (HBCU) internship programs. Further details on this initiative are forthcoming. “ABOUT LOVE” will launch globally in print on September 2nd. The companion film will launch on Tiffany.com on September 15 and will be amplified through global media activations. The campaign will build further later this year with additional films created by acclaimed director Dikayl Rimmasch and second unit director, Derek Milton.
Cover photo: Beyoncé and JAY-Z for the Tiffany & Co. fall 2021 ABOUT LOVE campaign. Photo credit: Mason Poole. For editorial use only.
