The new campaign, About Love, celebrates the most recent love story between JAY-Z &. About Love is a collaboration between Tiffany & Co. and Carters. It features Beyonce in a 128.54 carat Tiffany Yellow diamond with a black, 1960s-inspired gown that refers to Audrey Hepburn in Breakfast at Tiffany’s (1961).
The Carters pose also in front Jean-Michel Basquiat’s “Equals Pi” (1982) painting. This was the couple’s first campaign together – and a fresh creative vision for the jewelry company under LVMH.
“Beyonce and JAY-Z are the epitome of the modern love story,” Tiffany & Co.’s executive vice president Alexandre Arnault said in a press statement. We couldn’t think of a better couple to represent Tiffany’s values as a brand that stands for love, strength, and self-expression. The Carters are an honor to be part of the Tiffany family.”
“Love is the diamond that the jewelry and art decorate.” – The Carters
In the About Love campaign, the incredible 128.54 carat Tiffany yellow diamond worn by Beyonce is being shown to the public for the very first time. This historic diamond was discovered in South Africa’s Kimberley Mines in 1877. It is among the most important gem discoveries of the 20th century. Charles Lewis Tiffany, founder of Tiffany & Co., purchased the diamond in 1878. This established Tiffany as a leading authority on diamonds for many generations. The rare Tiffany blue Basquiat painting, which is the background for Carters’s new campaign, is equally beautiful. Tiffany & Co. was granted “Equals Pi” (1982), a loaned painting from a private collection, to make its public debut in the worlds art, culture, jewelry, and design. Tiffany’s partnership is also a $2 million pledge to support scholarship and internship programs at historically black colleges and universities (HBCUs).