Tiffany & Co. has always been one of the biggest players within the jewelry sphere, and following its LVMH acquisition earlier this year, the label has been using social media as a marketing tool as well as recruiting new brand ambassadors, with Beyoncé and JAY-Z being the latest celebrities to join the list.
Beyoncé revealed the partnership in her latest cover story for Harper's Bazaar, where she wore her own label IVY PARK alongside a handful of different jewelry pieces from Tiffany & Co. The iconic couple is influential across multiple industries including music, fashion, and recently cannabis with Hova's label Monogram. Bey also revealed that she's been working on building a hemp and honey farm, after finding "healing properties" in CBD during the COVID-19 pandemic.
Now, the couple's first campaign has been revealed, and it features Bey and JAY-Z, as well as a rare public appearance of the painting Equals Pi by artist Jean-Michel Basquiat. Also notable: Beyoncé is wearing Tiffany's legendary 128.54 carat diamond.
Dubbed "About Love," the new jewelry collection celebrates "the most iconic love story of all time," and marks the first time the two appear in a campaign together, though it does recall the "APESHIT" video the couple shot in The Louvre.
The company's Executive Vice President Alexandre Arnault wrote, "As a lifelong fan of the Carters, it was a dream come true to work with such creative forces and make magic with this campaign. My heart is filled with gratitude towards you, B and JAY."
Joining a list of impressive ambassadors that include K-pop group BLACKPINK's Rosé, The Queen's Gambit star Anya Taylor Joy, and multi-hyphenate Tracee Ellis Ross, the couple will front campaigns for the label, and is guaranteed to extend the brand's exposure and target new audiences – especially Gen Z.
Since former RIMOWA CEO Alexandre Arnault moved to his role as an executive at Tiffany & Co. the brand has been playing with new marketing strategies, including the surprising April Fool's joke that saw the label's iconic blue box replaced with a new yellow colorway, as well as its latest marketing campaign that read "Not Your Mother's Tiffany's." It is clear that the new approach is working, and has brought Tiffany & Co. into a new spotlight with much more to come down the line.
In addition to the images, Tiffany & Co. has also released a video campaign titled "About Love," which features the couple as well as a cover of "Moon River" sung by Beyoncé herself. It captures the two's relationship, as well as their love, and Bey's vocals go unmatched. If there's one thing that Tiffany & Co. has nailed, it is this. I've already watched the campaign video 10 times.