Beyoncé and Jay-Z are no strangers to firsts in their storied careers in music, entertainment, and business, but they are experiencing one as a married couple. The Carters are the stars of Tiffany & Co.'s fall 2021 "ABOUT LOVE" jewelry campaign, their first collaboration together, which is all about celebrating modern love. "Beyoncé and Jay-Z are the epitome of the modern love story," Alexandre Arnault, the executive vice president of product and communications, said. "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."
The exclusive luxury line further explores the balance between connection and vulnerability in everyday love. The dynamic duo executed their vision alongside the creative team at Tiffany & Co., embodying that exact sentiment in the campaign's visuals—namely with the Tiffany Diamond (which weighs 128.54 carats and features 82 facets) set against Jean-Michel Basquiat's 1982 Equals Pi painting. The campaign marks the artwork's public debut, and it illustrates love during any point in time.
Beyoncé wore the rare Tiffany Diamond, originally found in 1877 in the Kimberley Mines of South Africa, throughout "ABOUT LOVE"; Jay-Z sported the "Bird on a Rock" brooch transformed into cuff links by Jean Schlumberger, a jewelry designer who notably dressed celebrities during the 1960s and '70s. As for where the magic came to life? Director Emmanuel Adjei created a film set in Orum House in Los Angeles, California, for a dream-like touch to complete the shoot. In the film, Beyoncé performed her rendition of the song "Moon River," made popular in the 1961 movie Breakfast at Tiffany's, as Jay-Z caught it all on a Super 8 camera.
Beyoncé and JAY-Z for the Tiffany & Co. fall 2021 ABOUT LOVE campaign, shot by Mason Poole
The "ABOUT LOVE" print campaign, photographed by Mason Poole and styled by June Ambrose and Marni Senofonte, will launch globally in print on September 2. The film will make its debut on Tiffany.com on September 15, while more films by directors Dikayl Rimmasch and Derek Milton will be unveiled later this year. As an essential part of this campaign and collaboration with the Carters, Tiffany & Co. is also continuing its commitment to support underrepresented communities; the jewelry company is contributing $2 million to scholarship and internship programs for Historically Black Colleges and Universities (HBCUs).