The carters are all ABOUT LOVE in the new Tiffany campaign
Tiffany & Co are one of the most prolific jewellers. Since the LVMH acquisition this year, the brand has been employing various marketing techniques for example their campaign ‘Not Your Mother’s Tiffany’s’ and the April Fool's joke replacing the iconic blue box with a yellow colour scheme. Now they have partnered with none other than Beyoncé and JAY-Z for their latest campaign. The campaign as you might guess from the name, is about a love story. Reportedly, Beyoncé and Jay-Z stated that “love is the diamond that the jewellery and art decorate.” This sentiment embodies the spirit of the campaign.
The
campaign
This partnership comes as no surprise as earlier this year LVMH bought a 50% stake in Armand de Brignac which is JAY-Z's own luxury champagne brand. It seems fitting that they would collaborate again and embark on this vision of quality and heritage. In the campaign the couple can be seen adorning the Tiffany pieces and standing in front of a Tiffany blue coloured Basquiat painting.
Image credit: Mason Poole
In this shot by Mason Poole, Beyoncé wears a low back dress that draws attention to the signature Tiffany Diamond, one of the largest yellow diamonds in the world that weighs 128.54 carats. The diamond was discovered in South Africa over 140 years ago by Tiffany & Co, founder Charles Lewis Tiffany and was acquired by Tiffany in 1878. Meanwhile, Jay-Z wears a pair of cufflinks constructed from the ‘Bird on a Rock’ brooch which was made by French designer Jean Schlumberger in 1956.
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The film
In line with this partnership there will also be a film released for the campaign on September the 15 th which will feature Beyoncé’s rendition of Moon River, a nod to the Holly Golightly era of Tiffany’s. This is shot on a Super 8 camera by JAY-Z himself.
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In a preview on Instagram posted by Tiffany, we can see how intimate the campaign is and how this reflects the theme, ABOUT LOVE.
The Cause
The Vice President of product & communications at LMVH says “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 honoured to have the Carters as part of the Tiffany family.”
Tiffany has also pledged to donate $2 million to Historically Black Colleges and Universities. This marks a new era for Tiffany and a shared vision between the Carters and Tiffany & Co.
You can shop the Not Your Mother’s Tiffany collection from the website: https://www.tiffany.co.uk/stories/guide/jewelry-trends/