Singing Couple Beyonce and JAY-Z to Star in Tiffany & Co. Campaign
August 23, 21
(IDEX Online) - Tiffany & Co. has announced that singers Beyoncé and JAY-Z will star in its latest campaign celebrating modern love.
Tiffany's debut of "ABOUT LOVE" marks the latest evolution of the luxury jeweler's new creative direction. The campaign is the result of a close collaboration and a shared vision between both the singers and Tiffany & Co.
"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," Tiffany & Co. said.
"As the first time the couple has appeared in a campaign together, "ABOUT LOVE" is an exploration of connection and vulnerability. 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."
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 throughout "ABOUT LOVE," it is considered among the most important gemstone discoveries of the 19th century. Unearthed in 1877 in the Kimberley Mines of South Africa, founder Charles Lewis Tiffany purchased the rough diamond in 1878, solidifying the brand's reputation as a diamond authority."
As a part of the house's partnership with Beyoncé and JAY-Z, Tiffany & Co. is donating $2 million towards scholarship and internship programs for Historically Black Colleges and Universities (HBCUs). Additional details on this initiative are forthcoming.
"ABOUT LOVE" launches globally in print on September 2, with the accompanying film to launch on Tiffany.com on September 15.