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Today, Tiffany & Co. announced its new “ABOUT LOVE” campaign for Fall 2021, which features the beloved couple Beyoncé and JAY-Z, photographed by Mason Poole. Their first-ever campaign together, the Carters were chosen for their personal love story, which falls in line with Tiffany’s look at connection and vulnerability for the season ahead, celebrating love in the modern-day.
“Beyoncé and JAY-Z are the epitome of the modern love story,” said Alexandre Arnault, Tiffany’s Executive Vice President of Product & Communications. “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.”
Marking several firsts, the couple is pictured together in front of Jean-Michel Basquiat’s 1982 work Equals Pi—its inaugural public appearance after belonging to a private collection—where Beyoncé is seen wearing the magnificent 128.54 carats Tiffany Diamond, never before been worn in a campaign.
The partnership (presented with support from Artestar) includes images that will launch globally on September 2. An accompanying film directed by Emmanual Adjei and shot by JAY-Z on a Super 8 camera captures Beyoncé performing a take on the classic Moon River. To be released on September 15, it is a dreamlike cinematic experience set at the Orum House in Los Angeles, and includes the same Tiffany Blue Basquiat piece.
In the coming months, the jewelry house will introduce additional films accompanying the campaign, created by Dikayl Rimmasch and Derek Milton.The “ABOUT LOVE” campaign and partnership with the Carters includes $2 million toward scholarships and internships for Historically Black Colleges and Universities (HBCUs).