Beyoncé and JAY-Z on Monday made several historic firsts as the stars of Tiffany & Co.‘s latest campaign, dubbed “ABOUT LOVE.”
The visual, shot by Mason Poole, marks the first time that the powerhouse couple has appeared alongside one another in a campaign. And while the top-shelf icons undoubtedly hold the spotlight, there’s a third star that claims prominence in the backdrop: Jean-Michel Basquiat’s Equals Pi (1982). The never-before-seen painting, which boasts Tiffany’s signature robin egg blue, makes its first public appearance alongside the industry-leading lovers in the campaign.
“We don’t have any literature that says he made the painting for Tiffany,” Alexandre Arnault, the executive VP of products and communications at Tiffany, told WWD of the late artist’s painting. “But we know a little bit about Basquiat. We know his family. We did an exhibition of his work at the Louis Vuitton Foundation a few years back. We know he loved New York, and that he loved luxury and he loved jewelry. My guess is that the [blue painting] is not by chance. The color is so specific that it has to be some kind of homage.”
Beyoncé wears the famous 128-carat Tiffany Diamond, which the jeweler acquired in 1878 and rarely showcases. Making history once more, the Lemonade vocalist is the fourth woman, and first black woman, to wear the gemstone, following Mary Whitehouse, Audrey Hepburn and Lady Gaga.
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“Beyoncé 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,” said Alexandre Arnault, Executive Vice President of Product & Communications, in a statement. “We are honored to have the Carters as a part of the Tiffany family.”
The Carters’ Tiffany partnership also includes a $2 million USD commitment from the jeweler that will benefit educational programs and scholarships focused on Historically Black Colleges and Universities.
“ABOUT LOVE” launches globally in print on September 2, and an accompanying film will launch on the brand’s website on September 15.
Elsewhere, take a look at Daily Paper’s latest capsule collection, dubbed “From Africa To The World.”
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