THE MIRROR OF MEDIA

Tiffany taps Beyoncé and Jay-Z for a new spin on its iconic history


Dive Transient:

  • Tiffany & Co. on Monday introduced a superstar-studded campaign to launch Sept. 2. “About Love” options Beyoncé carrying the 128.54-carat, 82-faceted Tiffany Diamond, and Jay-Z sporting cufflinks with the “Fowl on a Rock” design from Tiffany’s Jean Schlumberger archive.

  • Pictures by photographer Mason Poole, styled by June Ambrose and Marni Senofonte, have been shot towards the backdrop of a portray by Jean-Michel Basquiat entitled “Equals Pi.” It is the primary time the general public will see the 1982 work by the American neo-expressionist artist, which is a part of a personal assortment. 

  • In a brief movie directed by Emmanuel Adjei to be launched subsequent month, Beyoncé will sing the basic tune “Moon River” from the 1961 film “Breakfast at Tiffany’s,” according to an organization press launch. Extra movies from director Dikayl Rimmasch and second unit director, Derek Milton, will observe.

Dive Perception:

Tiffany has loved a couple of heydays, within the nineteenth century thanks, largely, to its stained glass, and once more within the mid-Twentieth century. That is when film stars proudly wore its jewellery, and its retailer was the point of interest of “Breakfast at Tiffany’s,” a cultural touchstone that helped outline New York Metropolis within the ’60s. 

Extra not too long ago, the American jeweler has struggled, regardless of its work to maintain up with the occasions — advertising to same-sex couples and men, creating designs to appeal to millennials and introducing new levels of transparency round its diamond sourcing. But, regardless of its wealthy historical past, or maybe due to it, the model has didn’t resonate within the twenty first century because it as soon as did. A current try and market to Gen Z by downplaying its past picture has been lower than efficient.

A marketing campaign that includes energy couple Beyoncé and Jay-Z has the potential to interrupt via. The hassle neatly fingers over the jeweler’s most treasured artifacts — its cultural signifiers in addition to its gems — to two of at present’s prime musical artists who not solely have their very own layered love story but additionally characterize New York Metropolis and the rich elite at present.

New Tiffany owner LVMH already had Jay-Z’s contact data, having acquired 50% of his champagne line Armand de Brignac, or “Ace of Spades” earlier this year.

In a press release,  Alexandre Arnault, LVMH government vp of product and communication, stated the couple, also called Beyoncé Knowles Carter and Sean Carter, represent “the epitome of the trendy love story.”

“As a model that has all the time stood for love, power and self-expression, we couldn’t consider a extra iconic couple that higher represents Tiffany’s values,” Arnault stated. “We’re honored to have the Carters as part of the Tiffany household.”



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