Tiffany is continuing to reinvent itself in the LVMH era and has launched a major new campaign fronted by superstars Beyoncé and Jay-Z.
The American jeweller is riding high at present having bounced back to profitability, a situation that proved LVMH could have made a big mistake as at one point it wanted to get out of its agreed deal to buy the company.
But as we know, the deal went through and on Monday, it announced the new campaign starring the powerhouse couple.
The campaign celebrates modern love, and makes the most of the love-focused profile Tiffany has had over many decades. It said the About Love campaign is the result of “a close collaboration and a shared vision” between the couple and the company.
Alexandre Arnault, Executive VP of Product & Communications, said: “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.”
It’s particularly interesting because it’s the first time the couple has appeared in a campaign together.
About Love is “an exploration of connection and vulnerability”. Their love story is “illuminated by the iconic Tiffany Diamond and set against the backdrop of Jean-Michel Basquiat’s Equals Pi (1982)”. This is also significant because, as part of a private collection from its creation until now, this marks the work of art’s first public appearance, “propelling Tiffany’s long-standing tradition of working with New York creatives forward”.
Ushering in a new brand identity, “this campaign embodies the beauty of love through time and all its diverse facets, forging a new vision of love today,” the company said.
The Tiffany Diamond is being worn in a campaign for the first time in history. The jewel weighs128.54 carats and has an “unprecedented” 82 facets.
Worn by Beyoncé, it was unearthed in 1877 and bought by Charles Lewis Tiffany as a rough diamond in 1878.
The work also features “house icons including designs from Jean Schlumberger and the Tiffany T collection”. Most notably, Jay-Z wears Jean Schlumberger’s Bird on a Rock brooch, reconstructed as a pair of one-of-a-kind cufflinks.
A film directed by Emmanuel Adjei has also been created and features a musical performance of Moon River, made famous when it was sung by Audrey Hepburn in the 1961 film Breakfast at Tiffany’s. Here, it has vocals by Beyoncé, captured by Jay-Z on a Super 8 camera.
Tiffany also said the campaign reflects its “support of underrepresented communities”. As part of its Beyoncé/Jay-Z partnership, it has pledged a $2 million commitment towards scholarship and internship programs for Historically Black Colleges and Universities (HBCUs).
The campaign launches globally in print on September 2 and the film will launch on Tiffany.com on September 15 alongside global media activations. It “will further unfold later this year with additional films created by acclaimed director Dikayl Rimmasch and second unit director, Derek Milton”.