Jesse James
Beyoncé and JAY-Z are back at it again, this time taking over the world of fashion. The duo made several historic firsts this week, starring in Tiffany & Co.’s latest campaign. Entitled “ABOUT LOVE,” the visual was shot by Mason Poole, serving as the first time the duo has appeared with one another in a campaign. However, there is a third star that deserves attention as well, Jean-Michel Basquiat’s Equals Pi (1982).
The never-before-seen painting makes its first public appearance in the campaign, even boasting Tiffany’s signature robin egg blue. Alexandre Arnault, the executive VP of products and communications at Tiffany spoke to WWD about the painting. He stated: “We don’t have any literature that says he made the painting for Tiffany.” Arnault added, “But we know a little bit about Basquiat. We know his family. We did an exhibition of his work at the Louis Vuitton Foundation a few years back. We know he loved New York, and that he loved luxury and he loved jewelry. My guess is that the [blue painting] is not by chance. The color is so specific that it has to be some kind of homage.”
The campaign also sees Beyoncé wearing the famous 128-carat Tiffany Diamond, which the jeweler acquired in 1878. She also becomes the fourth woman, and first black woman, to wear the gemstone, following Mary Whitehouse, Audrey Hepburn and Lady Gaga. The partnership between the Carters and Tiffany & Co. includes a $2 million USD commitment from the jeweler that will benefit educational programs and scholarships focused on Historically Black Colleges and Universities.
Check out the campaign in the images and look for “ABOUT LOVE” when it launches on September 2. An accompanying film will launch on the brand’s website on September 15th. In the meantime, keep it locked with The Culture Curators for more fashion and style news coming soon.
Photos via Tiffany & Co./Mason Poole
