The jewelry company Tiffany is known for its extraordinary pieces. The Hollywood star Audrey Hepburn languished on the company’s window display in her legendary film “Breakfast at Tiffany’s” and now two superstars of our time are following in her footsteps. Tiffany brought Beyoncé and her husband Jay-Z in front of the camera for their latest campaign. The focus is, of course, on the famous diamonds and a work by the artist Basquiat. Jay-Z even displayed a reference by adopting Basquiat’s hairstyle.
The famous star couple is known to be remarkably familiar with the art scene. Jay-Z has been a well-known art collector for years and has performed with the renowned performance artist Marina Abramovic. On the other hand, his wife quotes Piplotti-Rist in her videos, poses together with her children as the old master’s Madonna and has already worked with Arthur Jafa. In their joint video for Apeshit, the two even rented the Louvre in Paris as their royal palace.
Successor to Audrey Hepburn and Lady Gaga
Now the pop stars adorn the current advertising campaign of the luxury jeweler. In the photos, Beyoncé wears the famous yellow Tiffany diamond, which weighs an incredible 128.54 carats. The singer is one of only four women who have already been allowed to wear this stone. The other lucky ones were a diplomat’s wife Mary Crocker Alexander, Audrey Hepburn in the movie “Breakfast at Tiffany’s” and Lady Gaga at the 2019 Oscars.
The campaign in which Jay-Z and Beyoncé are participating is called “About Love” and it aims to tell the love story of the Carters, which is the actual name of the married stars. But with this photoshoot, you hardly know who the bigger star is. After all, the diamond necklace on the singer’s neck outshines everything else. The 128.54-carat yellow sparkling diamond has 82 facets, which is the priceless highlight of this piece of jewelry. The jewelry set with over 100 carats of diamonds is the crowning glory of this precious piece. The company founder Charles Lewis Tiffany bought it in the 19th century, and it was the cornerstone of Tiffany’s success and still is the most famous piece of jewelry.
But this splendor was not enough for the advertising managers. In addition to Beyoncé, Jay-Z, and the necklace another highlight stands out in the campaign. It is a painting “Equal Pi” by the artist Jean-Michel Basquiat. Up until now, we could not see this work in public and the two celebrities said they were honored and delighted in a statement on the campaign.
Tiffany also expressed their excitement for the ad campaign, in which you can see the Carters as the epitome of a modern love story. According to the jeweler, the new testimonials stand for the values that Tiffany represents. So, it’s no wonder that the company was thrilled to win the iconic couple for its advertising project. But the campaign was also met with criticism. Observers said that the former street artist Basquiat had little pleasure in this display of wealth.