Beyonce, Jay Z, Basquiat: why everyone is talking about the new Tiffany & Co. adv

Art. 123

Tiffany & Co. announced that powerhouse couple Beyoncé and JAY-Z will star in its latest campaign celebrating modern love. Synonymous with the world’s greatest love stories since 1837, Tiffany’s debut of “ABOUT LOVE” marks the latest evolution of the luxury jeweler’s new creative direction. The campaign is the result of a close collaboration and a shared vision between both the Carters and Tiffany & Co.

“Beyoncé and JAY-Z are the epitome of the modern love story. 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. We are honored to have the Carters as a part of the Tiffany family.” – Alexandre Arnault, Executive Vice President of Product & Communications.  

The Carters’ love story is illuminated by the iconic Tiffany Diamond and set against the backdrop of Jean-Michel Basquiat’s Equals Pi (1982). As part of a private collection from its creation until now, this campaign marks the work-of-art’s first public appearance, propelling Tiffany’s long-standing tradition of working with New York creatives forward. "Ushering in a new brand identity, this campaign embodies the beauty of love through time and all its diverse facets, forging a new vision of love today." you can read it in the official press release.

Worn in a campaign for the first time in history, the Tiffany Diamond weighs 128.54 carats and boasts an unprecedented 82 facets. Seen on Beyoncé throughout “ABOUT LOVE,” it is considered among the most important gemstone discoveries of the 19th century. Unearthed in 1877 in the Kimberley Mines of South Africa, founder Charles Lewis Tiffany purchased the rough diamond in 1878, solidifying the brand’s reputation as a diamond authority. House icons including designs from Jean Schlumberger and the Tiffany T collection are also featured throughout. Most notably, JAY-Z wears Jean Schlumberger’s legendary Bird on a Rock brooch, reconstructed as a pair of one-of-a-kind cuff links. 

A film by acclaimed director Emmanuel Adjei has also been created and features a musical performance of the classic song Moon River. Made famous in the 1961 film Breakfast at Tiffany’s, the iconic tune is reimagined with vocals by Beyoncé, captured by JAY-Z on a Super 8 camera. The couple selected the Orum House in Los Angeles to serve as the setting for the film, in which nostalgic flashbacks are interwoven with cinematic, dreamlike visuals. Basquiat’s Equals Pi (1982) appears once again as a common Tiffany Blue® thread throughout the narrative. The accompanying “ABOUT LOVE” print campaign was shot by Mason Poole and styled by June Ambrose and Marni Senofonte.

“ABOUT LOVE” reflects Tiffany’s continued support towards underrepresented communities. As a part of the house’s partnership with the Carters, Tiffany & Co. is proud to pledge a USD $2 million commitment towards scholarship and internship programs for Historically Black Colleges and Universities (HBCUs)

However, this campaign has divided public opinion, between enthusiasts and fans of the brand and the couple and between those who, in some communication choices, have found profound hidden injustices.

Basquiat's painting in particular has been harshly criticized, by some for its use that is beyond the artist's wishes from a general point of view. About this, it was the dreaded Diet Prada Instagram account that denounced how much Basquiat's iconography and style have now been completely absorbed by the world of fast fashion, as pop icons reinterpreted at will, from printed shirts to Dr Martens with logo.

Also Basquiat's assistant, Stephen Torton, replies to Alexandre Arnault's words about the choice of color used in the painting as a tribute to the jewelry company as follows:

I was Jean Michel Basquiat’s assistant . I designed and built stretchers, painted backgrounds, glued drawings down on canvas, chauffeured, travelled extensively, spoke freely about many topics and worked endless hours side by side in silence . The idea that this blue background , which I mixed and applied was in any way related to Tiffany Blue is so absurd that at first I chose not to comment .
But this very perverse appropriation of the artist’s inspiration is too much."

But the criticisms do not stop at Basquiat's work but precisely at the campaign itself, in particular focusing on the political significance of some marketing choices.

Robin Givhan in a long article for the Washington Post denounces the full significance of the campaign, calling it a "Slathering culture on top of capitalism". While Karen Attiah, in her article "Sorry, Beyoncé, but Tiffany's blood diamonds aren't a girl's best friend" remarks how the privilege of a black woman cannot erase centuries of history, and wearing such a meaningful symbol is actually an awkward attempt to clean up consciences - and the image.

Whether it is really an inclusive commercial, as desired by its promoters, is still under discussion. Last advertising campaign had received very negative reviews. Even on the instagram page, on the posts dedicated to "Not your mother's Tiffany" (adv of a few weeks ago) the comments are wasted between "The Tiffany name is becoming cheaper by the minute with this campaign" and "Tiffany had class, now it seems it's losing it. This campaign brought it downward".

In that advertisement, the jewels on display were historic models of the Maison (like the Elsa Peretti's one I talked about here). In this one is presented only the name of the company and an unattainable jewel. The focus is all about brand perception.

What is certain is that the first objective has been achieved:“There is only one thing in the world worse than being talked about, and that is not being talked about.”

August 30 2021