Style ‘About Love,’ Tiffany & Co.’s campaign with the Carters

‘About Love,’ Tiffany & Co.’s campaign with the Carters

Andrea Tuzio

Tiffany & Co. unveiled its new campaign following its acquisition by LVMH in early 2020, thanks to which the fashion house began using social media as a true marketing tool.

The company founded in New York in 1837 has chosen as its new ambassadors the Carters, Beyoncé and Jay-Z, for the first time together in an advertising campaign, for the launch of the new jewelry collection “About Love”.

The few-second video, that serves as a teaser for the short film that will be released on the maison’s website on September 15 and shot by director Emmanuel Adjei inside the Orum Residence in Los Angeles, captures Beyoncé at the piano playing the notes of “Moon River”, a song made famous by the 1961 film “Breakfast at Tiffany’s”, while Jay-Z films her with a Super 8 camera.

The campaign images were shot by photographer and director Mason Poole where, in addition to the Carters, we find other protagonists: the most obvious of all is certainly Jean-Michel Basquiat‘s painting “Equals Pi” made in 1982, about which Alexandre Arnault, executive VP of products and communications di Tiffany, said: “We don’t have any literature that says he made the painting for Tiffany. We did an exhibition of his work at the Louis Vuitton Foundation a few years back. We know he loved New York, and that he loved luxury and he loved jewelry. My guess is that the [blue painting] is not by chance. The color is so specific that it has to be some kind of homage”.

The choice of Carters for this new course of the world’s most famous luxury jewelry house is told by Alexandre Arnault himself: “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,” said Alexandre Arnault, Executive Vice President of Product & Communications, in a statement. “We are honored to have the Carters as a part of the Tiffany family”.

“About Love” represents a journey within love and fragility as well as embodying the beauty of the feeling that crosses time and becomes a contemporary epitome of it. A tribute to love, beauty and art.

There are two other stars not yet mentioned in this campaign, Schlumberger’s Bird on a Rock worn by JAY-Z and the incredible 128.54-carat, 82-faceted Tiffany Diamond that appears in an ad campaign for the first time.

The collaboration between the Carters and Tiffany, however, goes even further in fact, in true communion of purpose, the New York maison will invest $2 million in scholarships and internships for the HBCUs – Historically Black Colleges and Universities.

The “About Love” collection will be released worldwide on September 2.

Written by Andrea Tuzio
Listen on