The Grammy-winning performer wears the stunning jewel, which features one of the largest yellow diamonds in the world, as she and her rapper husband Jay-Z become the faces of Tiffany & Co.’s new “About Love” campaign. .
“Love is the diamond that decorates jewelry and art,” the power couple said Monday in a press release.
The Tiffany diamond was originally unearthed in South Africa in 1877.
It has since been carried by Mary Whitehouse, the wife of American diplomat Edwin Sheldon Whitehouse, Hollywood icon Audrey Hepburn and singer Lady Gaga.
The shooting of Beyoncé and Jay-Z is the first time the diamond has appeared in an advertising campaign, Tiffany’s said in the press release.
Audrey Hepburn, about to start filming Breakfast At Tiffany’s, wears one of the store’s most expensive diamond necklaces. Credit: Bettmann / Getty Images
In a photo, 51-year-old Jay-Z is reclining in a chair as he looks toward the success of “Lemonade” channeling his Hepburn interior in a black suit, paired with black opera gloves and an elegant updo . A painting from Jean-Michel Basquiat’s private collection called “Equals Pi,” which resembles the signature Tiffany Blue, provides a suitable backdrop.
Jay-Z adds some luxury to his black tuxedo with Jean Schlumberger’s legendary Bird on a Rock brooch, rebuilt as a pair of unique cufflinks.
“Beyoncé and Jay-Z are the epitome of modern love history,” said Alexandre Arnault, executive vice president of products and communications. “As a brand that has always championed love, strength and expression, we couldn’t think of a more iconic couple that better represents Tiffany’s values. We feel honored to have the Carters as part of the Tiffany family.” .
The “About Love” campaign, shot by Mason Poole, will be launched worldwide on September 2nd.
As part of the partnership, Beyoncé and Jay-Z have also filmed a video that will include Beyoncé’s rendition of “Moon River,” the famous song from the 1961 film “Breakfast At Tiffany’s.”
Tiffany & Co. said it will donate $ 2 million to scholarships and internship programs for historically black colleges and universities (HBCU). These are higher education institutions in the United States that were established before the Civil Rights Act of 1964 that were intended to serve the African American community.