Beyoncé Channels Audrey Hepburn In Tiffany’s “About Love” Campaign, Sporting A 128.54 Carat Diamond Necklace

Words by Romana Hai

Tiffany & Co. Launches The "About Love" Campaign Starring Beyoncé And Jay-Z
Tiffany & Co. Launches The "About Love" Campaign Starring Beyoncé And Jay-Z

Just weeks after launching its “Not Your Mother’s Tiffany” campaign – an effort to revamp its image, Tiffany & Co. today. unveiled a new campaign featuring both Beyoncé and Jay-Z, the first time the power couple has appeared together in the same campaign.

The company’s “About Love” campaign explores connection and vulnerability and marks a shift in the 184-year-old brand’s marketing strategy.

Tiffany & Co. Launches The "About Love" Campaign Starring Beyoncé And Jay-Z
Tiffany & Co. Introduces The “About Love” Campaign Starring Beyoncé And Jay-Z

“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,” said Alexandre Arnault, executive vice president of product and communications, in a statement.

In the campaign, Jean-Michel Basquiat’s Equals Pi (1982) makes its first public appearance as the backdrop, playing on Tiffany’s long-standing tradition of working with New York artists, while Beyoncé is seen sporting an exquisite Tiffany Diamond that weighs 128.54 carats and boasts 82 facets.

The luxury jeweler revealed that the Tiffany diamond is said to be among one of the most important gemstone discoveries of the 19th century as it was originally discovered in 1877 in the Kimberley Mines of South Africa. Founder Charles Lewis Tiffany purchased the rough diamond in 1878, establishing the brand’s reputation as a diamond authority. 

House icons, including designs from Jean Schlumberger and the Tiffany T collection, are also featured throughout “About Love.” Jay-Z is seen wearing Jean Schlumberger’s legendary Bird on a Rock brooch, reconstructed as a pair of one-of-a-kind cufflinks. Meanwhile, Beyoncé is seen wearing long black gloves and a chic black Givenchy dress and, of course, the iconic Tiffany diamond — an ode to Audrey Hepburn.

The “About Love” campaign is part of Tiffany & Co.’s many efforts to reinvigorate its brand while continuing to support underrepresented communities. As a part of the house’s partnership with the Carters, Tiffany & Co. is pledging $2 million toward scholarship and internship programs for Historically Black Colleges and Universities (HBCUs).

The company’s move to reenergize its marketing strategy follows several internal leadership changes as its new parent company has looked to assimilate the brand’s operations with its own. Anthony Ledru is now serving as chief executive of Tiffany & Co. in place of Alessandro Bogliol. Ledru took over the reins along with Arnault, who now serves as executive vice president of product and communications. Arnault, who is the second eldest son of LVMH CEO and Chairman Bernard Arnault, has been working as the chief executive of Rimowa since 2017. In addition, Michael Burke, the chairman and CEO of Louis Vuitton, is also on Tiffany’s board of directors.

The “About Love” print campaign, which will launch globally on September 2, 2021, was shot by Mason Poole and styled by June Ambrose and Marni Senofonte.

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