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Jay-Z and Beyoncé Pose With Basquiat Painting in First Images From Tiffany Campaign

The ‘About Love’ campaign features the couple in front of a private collection Jean-Michel Basquiat painting in Tiffany Blue.
Beyoncé and JAY-Z for the Tiffany & Co. fall 2021 ABOUT LOVE campaign
Beyoncé and JAY-Z for the Tiffany & Co. fall 2021 ABOUT LOVE campaign. Mason Poole.

Beyoncé and Jay-Z’s first campaign for Tiffany has landed, featuring the couple and Tiffany-blue Jean-Michel Basquiat painting Equals Pi. It’s the first public campaign featuring Beyoncé and Jay-Z together, and the new ad is also the first to show the iconic 128.54-carat Tiffany Diamond, worn by Beyoncé.

Imagery from the campaign launches in print Sept. 2. It will be followed by video content shot by Jay-Z and featuring a Beyoncé cover of “Moon River,” a song made famous by the 1961 Audrey Hepburn movie “Breakfast at Tiffany’s.”

As part of its partnership with the couple, Tiffany said it would also commit $2 million to fund scholarships and internships for Historically Black Colleges and Universities (HBCUs).

The tie-up was first announced in the September issue of Harper’s Bazaar. It comes amid a wider branding shakeup at the storied American jeweller under new owner LVMH.

Disclosure: LVMH is part of a group of investors who, together, hold a minority interest in The Business of Fashion. All investors have signed shareholders’ documentation guaranteeing BoF’s complete editorial independence.

Learn more:

Unpacking Tiffany’s Contentious New Ad Campaign

The 184-year-old American jeweller is claiming it is “Not your mother’s Tiffany,” angering some customers on social media. That may mean everything is going according to plan for new owner LVMH.

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