When you have Beyoncé and Jay-Z starring in a campaign that will hopefully usher in a new era of your brand, you break out the big guns. For Tiffany & Co, that meant adorning Beyoncé in the 128.54 carat Tiffany Diamond previously only worn by three other people (one of them being Audrey Hepburn), along with a host of other luxury jewels.
Of course, the priceless Fancy Yellow diamond on a long chain adorned with over 100 carats of diamonds itself looks right at home around Beyoncé’s neck as she poses for Tiffany’s new About Love campaign, shot by Mason Poole and styled by June Ambrose and Marni Senofonte, and the accompanying video, shot by Black Is King director Emmanuel Adjei. Her hair, styled by Jawara Wauchope and Nakia Rachon, is piled on top of her head in a glamorously unkempt up ’do and her make-up is subtle, save for a dramatic cat eye (perhaps another nod to Hepburn’s Holly Golightly). The priceless necklace matches her 22-carat cushion-cut yellow diamond ring, two of many diamond-heavy pieces she wears throughout the campaign.
Jay-Z, in a neat black tux that complements Beyoncé’s curve-skimming, black cut-out dress, has his own fair share of jewels. A Bird on a Rock brooch by Jean Schlumberger, one of the most renowned jewellers of the 20th-century who was once vice president of Tiffany & Co, was refashioned into a one-of-a-kind pair of cufflinks for the rapper. He also wears a striking Apollo brooch in platinum, yellow gold, and diamonds, as well as a slew of other Tiffany pieces including one of their new engagement rings for men.
“Beyoncé and Jay-Z are the epitome of the modern love story,” Alexandre Arnault, executive vice president of product & communications said in a release. “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.”
Given it’s the first time the couple has starred in a campaign together, you’d have a hard time imagining what could create more buzz. Which is exactly the point. The campaign ushers in a new era at Tiffany’s under the creative direction of Ruba Abu-Nimah, who was appointed in March. Continuing that partnership, Tiffany will also donate $2 million towards Historically Black Colleges and Universities.
But while the star power will undoubtedly bring in the couples’ fanbase, there are some Easter eggs for Tiffany fans as well. The film pays homage to Breakfast at Tiffany’s with a new version of the song “Moon River,” sung by Beyoncé and captured on Super 8 film by Jay-Z. For art fans, the Carters pose in front of Jean-Michel Basquiat’s Equals Pi painting, which is rendered in Tiffany Blue (part of a private collection, the piece has never been on public display before). The film will be released on Tiffany’s website on September 15. We can’t wait to hear Beyoncé’s take on the iconic song. Until then, these images will be burned in our memory – not least because of the blinding diamonds.
Originally published on Vogue.com