The iconic jewelry brand has deemed the Carters “epitome of the modern love story”

After nearly 20 years together, Beyoncé and Jay-Z are still Crazy In Love and this is being channeled in the latest ad campaign for Tiffany & Co. Titled, “About Love”, the campaign shows off the couple, both dressed in classic black, with Jay-Z sporting Jean Schlumberger’s legendary Bird on a Rock brooch, reconstructed as a pair of one-of-a-kind cufflinks, and with Beyonce wearing the famous 128.54-carat Tiffany yellow diamond. This is the first time in the brand’s history that the iconic jewel, which was first unearthed in 1877 in South Africa, is being presented on a woman of color. Previously, Lady Gaga, Audrey Hepburn, and Mary Whitehouse have worn the same yellow diamond. 

Photo: Courtesy of Tiffany & Co.

“About Love” comes with a short film directed by Emmanuel Adjei, featuring a performance of Moon River—one of the most romantic songs of all time—by Beyonce. Tiffany fans will recall fondly how Moon River was also featured in the iconic 1961 film Breakfast at Tiffany’s, bringing the campaign to full circle for the jewelry brand. In the short film, Jay-Z captures intimate moments with his wife on a Super 8 camera. Dream-like and cinematic, it all takes place at Orum House in Los Angeles and is backdropped by Jean-Michel Basquiat’s 1982 Equals Pi painting from beginning to end. The film will launch online on September 15, 2021, but the campaign will launch globally on September 2, 2021, with additional films to be released throughout the year.

“Beyoncé and Jay Z are the epitome of the modern love story,” says Tiffany & Co.’s executive vice president of product and communications, Alexandre Arnault. The campaign aims to explore the delicate sentiments of vulnerability and connection. “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.”

As part of the house’s partnership with the Carters, Tiffany & Co. is proud to pledge $2 million towards scholarships and internship programs for Historically Black Colleges and Universities (HBCUs). Not only is the collaboration devoted to the values of modern love but also education and opportunities for aspiring young people who deserve opportunity.