As part of the luxury jewellers reinvention strategy.
Set with a backdrop of a Jean-Michel Basquiat painting, the Carters are seen decorated in iconic jewellery pieces. Jean Schlumberger’s Bird on a Rock brooch is located in a prime position on Jay-Z’s suit while Beyoncé bears the iconic Tiffany Diamond, worn for the first time in campaign history.
The duo played a large role in the creative direction of the campaign. “Beyoncé and Jay-Z are the epitome of the modern love story,” said Alexandre Arnault, executive vice president of product and communications, in a statement. “As a brand that had 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 part of the Tiffany family.”
About Love marks the first time the couple has starred in a campaign together, with the storyline exploring the duos love story, examining connection and vulnerability in marriage and relationships.
To celebrate the launch of the campaign and as part of the partnership with the Carters, Tiffany & Co. has announced its two million dollar pledge towards scholarship and internship programs for Historically Black Colleges and Universities.
The campaign is set to drop beginning of September, and the film a week later. The story will continue to unfold throughout the year.