Tiffany & Co demonstrates a new vision of love through its latest campaign ‘About Love’ starring powerhouse couple Beyonce and Jay-Z. 

About Love – “synonymous with the world’s greatest love stories since 1837,” according to Tiffany – marks The Carters’ first appearance in a campaign together, aiming to deliver “the beauty of love through time and all its diverse facets, forging a new vision of love today”.

Through the campaign, the luxury jeweller hopes to attract a younger demographic with its new brand identity. 

“Beyonce and Jay-Z are the epitome of the modern love story,” said Alexandre Arnault, executive VP of product & communications at Tiffany & Co. “As a brand that has always stood for love, strength and self-expression, we could not think of a more iconic couple that better represents Tiffany’s values.”

About Love is demonstrated by the famous Tiffany Diamond, which was worn for the first time set against the backdrop of Jean-Michel Basquiat’s painting ‘Equals Pi’. Weighing 128.54 carats and boasting an unprecedented 82 facets, Tiffany Diamond is considered among the most important gemstone discoveries of the 19th century. 

As part of the campaign, a film by acclaimed director Emmanuel Adjei has also been created and features a musical performance of the classic song “Moon River” reimagined with vocals by Beyonce, captured by Jay-Z.