Diamonds are forever and so is Beyonce and JAY-Z‘s love.
The Carters celebrate their two-decade union in a seismic new campaign for Tiffany & Co.
And like most things the power pair attach their names to, the mammoth partnership is a first of its kind for the iconic jeweler.
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Christened ABOUT LOVE, is billed as an evolution of the brand’s celebration of the world’s greatest love stories.
In a statement, Tiffany’s Executive Vice President of Product & Communications Alexandre Arnauld said:
“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. We are honored to have the Carters as a part of the Tiffany family.”
Marking the first time Bey and Jay have starred in a campaign together, the occasion is being given the royal treatment.
Posing against the backdrop of a never-before-seen painting by Jean-Michel Basquiat named ‘Equals Pi,’ the promotional shoot sees Queen Bey rock the legendary Tiffany’s Diamond – making the first time the famed jewel (first unearthed in 1877) has appeared in a campaign.
Set to arrive on September 2, the campaign will be paired with a music performance video unwrapped on September 15.
Directed by Emmanuel Adjei (‘Black Is King’), it sees Beyonce sing the classic song ‘Moon River’ – while JAY-Z captured the magical moment on a Super 8 camera. The song was originally rendered famous in the 1961 film ‘Breakfast at Tiffany’s.’
Additional films, helmed by acclaimed director Dikayl Rimmasch and Derek Milton, will debut later in the year.
Ever using their spotlight for good, The Carters partnership with Tiffany’s will see the jeweler pledge a $2 million commitment towards scholarship and internship programs for Historically Black Colleges and Universities (HBCUs).
We love to see it!