Tiffany & Co. After officially joining the LVMH family, finally released its first heavyweight advertising campaign, featuring music industry power couple, Jay-Z and Beyoncé, also known as the “Godfather of the music industry” and the queen of pop. The result was a widespread coverage across the internet.
However, why does it cause such a discussion across the entire internet when superstars take on the role of advertising figures for well-known brands? Especially considering that Jay-Z and Beyoncé are not unfamiliar public figures, what makes this advertisement so special? In fact, this advertisement hides many secrets, let’s explore them one by one right now.
First, the husband and wife duo of Jay-Z and Beyoncé were originally supposed to be the annual focus of Tiffany & Co., but in fact, they only signed a contract with the brand last month, and the ad was released today; however, it is understood that the contract they signed with Tiffany & Co. is a rare long-term collaboration contract that the brand specially offered to this superstar couple. However, what is even more unexpected is that Jay-Z and his wife Beyoncé appeared together in the ad this time, marking the first time they have appeared together in the same promotional ad since their marriage 13 years ago in 2008, making this collaboration a very memorable experience for them.
Since this is an advertisement, what is Tiffany & Co. promoting this time? Named About Love, LVMH’s Vice Chairman Alexandre Arnault shared that the brand hopes to promote the power of daring to love and overcoming challenges through the nearly 20 years of closeness and understanding between Jay-Z and Beyoncé. This is to express that About Love can bring a hopeful positive energy to the world during the global pandemic, and to showcase Tiffany & Co.’s brand values and spirit. In addition to the photos we all see, Tiffany & Co. also shot and produced a commercial film for the couple, showing more interactions between them, including Beyonce spontaneously playing and singing “Moon River” for Jay-Z – a new song that will officially be released in September.
In addition, another “star” in the advertisement is the giant diamond worn by Beyoncé – The Tiffany Diamond. In 1877, a diamond prospector discovered a natural yellow diamond weighing an astronomical carat value in the famous South African diamond field, “Kimberley Diamond Field,” and the brand’s founder, Charles Lewis Tiffany, purchased a diamond weighing 287.42 carats for $18,000 the following year, which was then known as the King of Diamonds. Subsequently, Tiffany’s chief gemologist brought the original diamond back to Paris for cutting, creating a 128.54-carat diamond with 82 facets, which is the one Beyoncé is wearing this time. It is worth mentioning that this is also the first time in the 184-year history of Tiffany & Co. that The Tiffany Diamond has been showcased in any type of advertising campaign. This shows how much the brand values this collaboration.
When it comes to Tiffany & Co., many people immediately think of the brand’s icon, Hollywood contemporary beauty Audrey Hepburn, and this time Beyoncé’s participation is more or less related to this beauty. In the hard photos of About Love, Beyoncé wore a black backless evening gown custom-made for her by Balmain’s creative director Olivier Rousteing, while Jay-Z wore a Givenchy custom suit designed by Matthew M. Williams. Beyoncé’s look in the ad is a direct reference to Audrey Hepburn’s opening look in her iconic film “Breakfast at Tiffany’s” (1961).
Beyond brands, styles, and jewelry, Beyoncé, like Audrey Hepburn, has also made history with Tiffany & Co. This time, Beyoncé wore The Tiffany Diamond for an ad campaign, becoming the fourth celebrity in the brand’s history to wear this legendary diamond jewelry. She is also the first black female star to wear The Tiffany Diamond. The other three celebrities who have worn this huge diamond include the well-known American diplomat Mrs. Edwin Sheldon Whitehouse, socialite Mary Whitehouse, Tiffany & Co. representative Audrey Hepburn, and another diva, Lady Gaga, who won the “Best Original Song” award at the 2019 Oscars. However, when Lady Gaga appeared on the red carpet that day wearing The Tiffany Diamond, the brand’s designer added up to 100 carats of platinum diamonds to remake it into a jewelry necklace. It is estimated that the value of this jewelry necklace was around $30 million at the time.
When Jay-Z and Beyoncé meet Tiffany & Co., it was initially thought to be a routine endorsement news, but in the end, it was discovered that there were so many mysteries and surprises hidden in it. It can be seen that Jay-Z and Beyoncé are definitely extraordinary hall-level superstars. However, you will find that this report seems to have overlooked the giant painting behind the two in the hard photos. If you have paid attention to the news, you should know that the giant work is from the contemporary art giant, the legendary American painter Jean-Michel Basquiat’s work. As for the introduction of this special work, please pay attention to ZTYLEZ’s follow-up report.
資料及圖片來源：Glamour、web photo
