PR91252

NEW YORK, Aug. 23, 2021 /PRNewswire=KYODO JBN/ --

"Love is the diamond that the jewelry and art decorate." —The Carters

Tiffany & Co. announced today that powerhouse couple Beyonce and JAY-Z will

star in its latest campaign celebrating modern love. Synonymous with the

world's greatest love stories since 1837, Tiffany's debut of "ABOUT LOVE" marks

the latest evolution of the luxury jeweler's new creative direction. The

campaign is the result of a close collaboration and a shared vision between

both the Carters and Tiffany & Co.

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"Beyonce 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. We are honored to

have the Carters as a part of the Tiffany family." —Alexandre Arnault,

Executive Vice President of Product & Communications

As the first time the couple has appeared in a campaign together, "ABOUT LOVE"

is an exploration of connection and vulnerability. The Carters' love story is

illuminated by the iconic Tiffany Diamond and set against the backdrop of

Jean-Michel Basquiat's Equals Pi (1982).* As part of a private collection from

its creation until now, this campaign marks the work of art's first public

appearance, propelling Tiffany's long-standing tradition of working with New

York creatives forward. Ushering in a new brand identity, this campaign

embodies the beauty of love through time and all its diverse facets, forging a

new vision of love today.  

Worn in a campaign for the first time in history, the Tiffany Diamond weighs

128.54 carats and boasts an unprecedented 82 facets. Seen on Beyonce throughout

"ABOUT LOVE," it is considered among the most important gemstone discoveries of

the 19th century. Unearthed in 1877 in the Kimberley Mines of South Africa,

founder Charles Lewis Tiffany purchased the rough diamond in 1878, solidifying

the brand's reputation as a diamond authority. House icons including designs

from Jean Schlumberger and the Tiffany T collection are also featured

throughout. Most notably, JAY-Z wears Jean Schlumberger's legendary Bird on a

Rock brooch, reconstructed as a pair of one-of-a-kind cuff links. Jean

Schlumberger was best known for dressing high society's elite in the 1960s and

'70s, so it is appropriate that his unmistakable designs live out his legacy on

one of today's greatest creative forces.

A film by acclaimed director Emmanuel Adjei has also been created and features

a musical performance of the classic song "Moon River." Made famous in the 1961

film Breakfast at Tiffany's, the iconic tune is reimagined with vocals by

Beyonce, captured by JAY-Z on a Super 8 camera. The couple selected the Orum

House in Los Angeles to serve as the setting for the film, in which nostalgic

flashbacks are interwoven with cinematic, dreamlike visuals. Basquiat's Equals

Pi appears once again as a common Tiffany Blue(R) thread throughout the

narrative. The accompanying "ABOUT LOVE" print campaign was shot by Mason Poole

and styled by June Ambrose and Marni Senofonte.

"ABOUT LOVE" reflects Tiffany's continued support of underrepresented

communities. As a part of the house's partnership with the Carters, Tiffany &

Co. is proud to pledge a USD $2 million commitment towards scholarship and

internship programs for Historically Black Colleges and Universities (HBCUs).

Additional details on this initiative are forthcoming.

"ABOUT LOVE" launches globally in print on September 2. The accompanying film

will launch on Tiffany.com September 15 and will be amplified through global

media activations. The campaign will further unfold later this year with

additional films created by acclaimed director Dikayl Rimmasch and second unit

director, Derek Milton.

About Tiffany & Co.

TIFFANY & CO., founded in New York City in 1837 by Charles Lewis Tiffany, is a

global luxury jeweler synonymous with elegance, innovative design, fine

craftsmanship and creative excellence.

With more than 300 retail stores worldwide and a workforce of more than 13,000

employees, TIFFANY & CO. and its subsidiaries design, manufacture and market

jewelry, watches and luxury accessories. Nearly 5,000 skilled artisans cut

Tiffany diamonds and craft jewelry in the Company's own workshops, realizing

the brand's commitment to superlative quality.

TIFFANY & CO. has a long-standing commitment to conducting its business

responsibly, sustaining the natural environment, prioritizing diversity and

inclusion, and positively impacting the communities in which it operates. To

learn more about TIFFANY & CO. and its commitment to sustainability, please

visit tiffany.com.

                                @TIFFANYANDCO

*Partnership done in collaboration with Artestar, a global licensing agency and

creative consultancy representing high-profile artists, photographers,

designers and creatives.

SOURCE: Tiffany & Co.

CONTACT: Chiara Cortesano, +1(954) 651-5278, chiara.cortesano@tiffany.com