LOOK: Beyoncé and Jay-Z's first Tiffany and Co. campaign

Published August 23, 2021, 3:21 PM

by John Legaspi

Beyoncé wears the luxury house’s famous Tiffany Diamond, a precious stone only worn by Mary Whitehouse, Audrey Hepburn, and Lady Gaga

After announcing it on the September 2021 issue of Harper’s Bazaar, music superstars Beyoncé and Jay-Z made their Tiffany and Co. affiliation official by gracing its latest campaign with a few iconic guest stars on the side.

Beyoncé and Jay-Z posing with the “Equals Pi”

The Carters posed alongside Jean-Michel Basquiat’s 1982 artwork, “Equals Pi.” With no robin egg blue color in what the couple are wearing in the campaign photos, the painting’s hue provides the Tiffany touch they needed. The masterpiece by the New York artist, now in possession of the luxury label, is believed to be an homage to the jewelry brand, but it hasn’t been proven yet.

“We don’t have any literature that says he made the painting for Tiffany,” Alexandre Arnault, the brand’s executive vice president of products and communications, tells WWD. “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.”

Tiffany Diamond

Apart from the painting, the label’s famous Tiffany Diamond also makes an appearance on Beyoncé’s neck. The piece is known for its association with film character Holly Golightly, which enhances the “Breakfast at Tiffany’s” feel of the campaign. Prior to the “Lemonade” singer, the 128.54 carat gemstone from South Africa was worn by Mary Whitehouse, Audrey Hepburn, and Lady Gaga.

Tiffany and Co. will be launching a year-long campaign featuring the powerhouse couple, which includes a short film presenting Beyoncé singing “Moon River” and a digital billboard takeover in Times Square, New York.

 
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