When Harper’s Bazaar leaked the news that Beyonce and Jay-Z were the latest Tiffany & Co., brand ambassadors for its About Love Campaign it was only a matter of time before the world would get a peek of the epic photoshoot!
In an interview with WWD, Alexandre Arnault, the EVP of the company, said Beyonce and Jay-Z were easy choices for the new campaign.’ She’s the best singer in the world, and he’s the best rapper in the world, hands down. And we’re the best jewelry company in the world, right? So we kind of had to marry ourselves together to produce this.’
He continued to say: ‘We wanted them to be seen as no one has ever seen them before. We wanted to go behind the scenes and try to capture those intimate moments that are so difficult to see and find.’
After all, Bey and Jay-Z have a love that lasts, having been married for nearly 20 years (the legendary singer, 39, met her future husband when she was just 18 years old!)
When interviewed exclusively by People Magazine Arnault stated that “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.”
The campaign photos feature the singer wearing a stunning yellow and white diamond necklace shown above. The cushion-cut diamond, which features an unprecedented 82 facets, was unearthed in 1877 in the Kimberley Mines of South Africa; the iconic jeweler’s founder, Charles Lewis Tiffany, purchased the stone the following year.
Jay-Z, meanwhile, wears Jean Schlumberger’s $ 40,000 Apollo brooch (spotted above) on his lapel and Bird on a Rock brooch, reconstructed for the campaign as a unique pair of cuff links.
So why is this significant? The necklace has only been worn by three women since its discovery in 1877 -Audrey Hepburn, Lady Gaga, and Gal Gadot. Not only is this the first time the necklace has been featured in a campaign but Beyonce becomes the first Black woman and fourth person to wear the legendary stone!
Lady Gaga wore the necklace at the 2019 Oscars and Gal Gadot wore the epic gem for the upcoming 2022 film Death On The Nile.
In other promo shots, Bey put a modern spin on Audrey’s iconic look in the Sixties romcom Breakfast at Tiffany’s where she played socialite Holly Golightly (left). At that time when Audrey wore the gem, it was called the Schlumberger Ribbon Rosette necklace.
There has been some controversy linked to the campaign according to PageSix as some fans and scholars were not happy about the colonial origins of the stone and Bey’s participation in the campaign.
Sources are saying this is a yearlong partnership between the couple and the jewelry brand but it makes us wonder though – what is Lorraine Schwartz (Beyonce’s go-to jeweler of several years) thinking about all of this?
Source: Tiffany & Co., Page Six, People & Daily Mail.
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