Beyoncé and JAY-Z star in a Tiffany & Co campaign

August 24, 2021

The emblematic couple joins forces with a legendary company.
A new campaign from Tiffany & Co. "About Love" includes a number of firsts, including the first time Beyoncé and JAY-Z appear next to each other in a commercial.

This is also the first time that the priceless 128.54 carat "Tiffany Diamond" diamond, which has been worn by only three women since its discovery in 1877 until today, appears in a campaign.

It is one of the largest and best yellow diamonds in the world. Discovered at Kimberley Diamond Mines in South Africa in 1877. The 287.42-carat rough stone was acquired the following year by Tiffany & Co. founder Charles Lewis Tiffany for $ 18,000 and established his reputation as the "King of Diamonds". .

The raw stone was transported to Paris, where Tiffany's chief gemologist, Dr. George Frederick Kunz, oversaw the cutting of the diamond into a 128.54 carat diamond with an unprecedented 82-sided number, 24 more than the traditional 58-sided brilliant cut.

Cut in a way that enhances its bright color rather than its size, the diamond Beyoncé wears around her neck shines as if illuminated by an inner flame.

However, the focus of the campaign, with photographer Mason Poole, is the presence of an unknown work by the American painter Jean-Michel Basquiat, who had never seen the light of day.

"We have no bibliography that says he made the painting for Tiffany," said Alexandre Arnault, executive vice president of product and communications at Tiffany & Co., of the late artist's Equals Pi painting, which dates back to 1982.

"But we know little about Basquiat. We know his family. We had an exhibition of his work at the Louis Vuitton Foundation a few years ago. We know that he loved New York and that he loved luxury and jewelry. My opinion is that the table is not random. The color is so specific that it must be some kind of tribute ", he added.

The "About Love" campaign is complemented by a video, which includes an updated version of the classic song "Moon River" and some footage from a Super 8 film shot by JAY-Z himself.

To create the short film, which resembles a "music video", the famous music couple hired the Ghanaian-Dutch director and visual artist Emmanuel Adjei, whose previous works include Beyoncé's visual album "Black Is King".

The print version of the campaign will launch in early September in the UK.

The accompanying video, meanwhile, is set to release on September 15 via the official Tiffany & Co. website. and in a number of selected natural sites. Screens on electronic billboards in Times Square, New York, are also scheduled for later this year.

The collaboration between Tiffany & Co. and Carters also includes the company's commitment to provide $ 2 million in scholarships and other programs focusing on Historical Colleges and Universities of Blacks in the United States.