The very first Tiffany & Co campaign featuring celebrity couple Beyoncé and Jay-Z has launched today.
The release of the About Love campaign comes after the jewellery brand revealed that the musicians had signed a deal to become Tiffany & Co ambassadors earlier this month.
Alexandre Arnault, executive vice president of product and communications, 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.”
Worn in a campaign for the first time in history, the Tiffany Diamond weighs 128.54 carats. Seen on Beyoncé throughout the campaign, it is among the most important gemstone discoveries of the 19th century.
About Love reflects Tiffany’s continued support towards underrepresented communities. As a part of the house’s partnership with the Carters, Tiffany & Co has pledged a $2 million (£1.5 million) commitment towards scholarship and internship programs for historically black colleges and universities (HBCUs).
Tiffany said that additional details will follow.
About Love launches globally in print on 2 September.
The accompanying film will launch on Tiffany.com September 15 and will be amplified through global media activations. The campaign will further unfold later this year with additional films created by acclaimed director Dikayl Rimmasch and second unit director, Derek Milton.
Read more about the news that the couple signed on to become Tiffany & Co ambassadors earlier this month: