Since Tiffany joined the French luxury conglomerate, also the parent of Dior, Louis Vuitton, Fendi, Givenchy and Celine, the brand has been speaking more frequently - and outside of the moments one expects jewelers to communicate, like Mother’s Day and Valentine’s Day. It reflects LVMH’s renowned expertise in supercharging heritage brands by blending history and the zeitgeist. The campaign featuring the Carters is also serving to further renovate Tiffany’s image, with Arnault touting modernity and inclusivity among the overarching ideas he’s introducing - along with daring. “As you can see, there is zero Tiffany blue in the campaign other than the painting,” he added, noting that the artwork will ultimately take up permanent residence in Tiffany’s flagship boutique on New York City’s Fifth Avenue, currently undergoing renovation.
The color is so specific that it has to be some kind of homage. We know he loved New York, and that he loved luxury and he loved jewelry. We did an exhibition of his work at the Louis Vuitton Foundation a few years back. “But we know a little bit about Basquiat. “We don’t have any literature that says he made the painting for Tiffany,” Arnault related over Zoom. Meanwhile, the Basquiat painting, dating from 1982 and titled “Equals Pi,” ties a neat ribbon around a spectacular talent package, being a legendary New York artist that the Carters also admire, relate to - and collect. For the film, or call it a music video, she conscripted director Emmanuel Adjei, the co-director and creative collaborator of Beyoncé’s acclaimed musical film “Black Is King.”
#Jay z on to the next one private video movie
It’s also tantamount to a record release, with Beyoncé debuting her own interpretation and arrangement of the famous song from the 1961 movie “Breakfast at Tiffany’s” as Jay-Z filmed her with a Super 8 camera. Only three other women - Mary Whitehouse, Audrey Hepburn and Lady Gaga - have ever worn the famous gemstone, which was unearthed in South Africa in 1877. The ads mark the first time the two music superstars will appear together in a campaign and the first time the famous Tiffany Diamond - with its 128.54 carats and 82 facets - will feature in one. Courtesy Photo/Mason Poole for Tiffany & Co. Jay-Z and Beyoncé in the new Tiffany campaign.
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