The visual, shot by Mason Poole, marks the first time that the powerhouse couple has appeared alongside one another in a campaign.
Beyonce is made to be the modern day version of Audrey Hepburn’s Holly Golightly with a beehive, black dress (one by Givenchy by matthew williams like Hepburn’s Hubert du Givenchy version, and another by Balmain by Olivier, interestingly not an LVMH brand)
Jay Z references Basquiat, an artist he collects and continuously aligns himself with. To complete the reference Tiffany’s also have purchased a Turquoise Basquiat painting from a family of jewellers in Milan which will then be shown to the public somewhere.
They’re aligning the two icons of contemporary New York with historic icons of New York, the same way they’re saying that Tiffany’s was an icon back in the day as it is now, but maintaining that it isn’t old fashioned and that it’s cool.
There’s also one of the biggest diamonds in the world which Beyonce is the 4th woman to wear, and the first black woman, at least they’re acknowledging their past. That’s there to make more headlines.
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 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.