Tiffany & Co.'s has unveiled its latest ad campaign 'ABOUT LOVE,' which celebrates "modern love" by featuring power couple Jay Z and Beyoncé. The luxury jeweler announced the campaign on Monday, sharing photos across social media, which were met with immediate admiration and twitter-based hysteria.
The campaign marks a few interesting historical firsts. In some of the photos, Beyoncé is seen wearing the '128-carat Tiffany Diamond', a yellow diamond necklace that the jeweler first acquired in 1878 and rarely puts on display. Beyoncé is the first Black woman to wear the ultra-rare diamond in over a century.
In addition, the campaign features the couple posed in from Jean-Michel Basquiat's 'Equals Pi' -- a never-before-seen patining pulled from a private collection. Lastly, 'ABOUT LOVE' also marks a personal first for the couple, who have never appeared together in an ad campaign.
Image Credit: Mason Poole/Tiffany & Co.
Why This Trend Is Growing
- Modern Love Campaigns
- The celebration of modern love with high-profile couples as brand ambassadors.
- Historical Firsts in Luxury Marketing
- Highlighting unique moments and items as part of a brand's story.
- Inclusion and Representation in Luxury Branding
- Featuring diverse models and cultural icons to broaden luxury brand appeal.
Industries Being Reshaped
- Luxury Jewelry
- Highlighting unique and rarely-seen pieces in ad campaigns for increased interest.
- Art Collecting
- Partnering with private and public collections to display never-before-seen pieces.
- Fashion Photography
- Capturing high-profile, diverse models for campaigns to broaden appeal and showcase unique fashion pieces.
