“ABOUT LOVE,” two words, one meaning, marks the evolution of the luxury jewelry and the greatest love stories Tiffany’s debuts since 1837.

Beyoncé and Jay-Z, the perfect epitome of the modern love story, lend their iconic couple image to the brand which always stood for love, strength and self-expression.

In collaboration and close share of visions between the Carters and Tiffany & Co, the campaign explores connection and vulnerability. Through the narrative, the well-known tune is reimagined with Beyoncé’s loving vocals, is captured by JAY-Z across a tenderhearted bright image.

The powerful and bewitching voice of Beyoncé is guiding the video through Basquiat’s blue painting “Equal Pi” (1982) which is, according to a press release, described as “part of a private collection from its creation until now, this campaign marks the work-of-art’s first public appearance”.

In addition to the supreme masterpiece, the campaign is presenting Tiffany Diamond’s pieces for the first time in history, which weighs 128.54 carats which possessed 82 facets, considered the most important gemstone discoveries of the 19th century.

Directed by Emmanuel Adjei, the choice of the setting of Orum House in Los Angeles was the most elegant and timeless style house in which to shoot, and in which wistful flashbacks are tangled with cinematic and dreamlike visuals.

Tiffany & Co, referring to “Breakfast at Tiffany’s” is the most obvious and yet most honest and high-sleek homage a brand could make.

And as Audrey Hepburn once said, “Elegance is the only beauty that never fades.”

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