Beyonce channeled her inner Audrey Hepburn as she joined Jay-Z as the new faces of luxury jewelry company Tiffany & Co’s About Love campaign.
The singer, 39, emulated Audrey’s famous Holly Golightly character in the Sixties romcom Breakfast at Tiffany’s as she slipped into a little black dress while posing alongside her husband.
In the shoot Beyonce also modelled the famed 128.54 carat Tiffany Diamond, making her the fourth female to ever wear the gem, and marking the first time it has been featured in a campaign.
Beyonce does Breakfast At Tiffany’s! The singer emulated Audrey Hepburn’s look from the 1961 classic film as she with husband Jay-Z for a new Tiffany & Co. campaign
Beyonce wowed in a figure hugging black gown with cheeky sheer panels and a pair of mesh elbow gloves.
The Ivy Park founder wore her hair styled in an elegant updo with soft tendrils around her face and she stared into the camera stoically with her hands at her hips.
Her husband Jay-Z looked dapper in a suit as he gazed at his wife of 13 years.
Of the campaign the couple told PEOPLE: ‘Love is the diamond that the jewelry and art decorate.’
Wow! In the images she wears the famed 128.54 carat Tiffany Diamond making it the first time the gemstone has been featured in a campaign
Breakfast at Beyonce’s! The singer put a modern spin on Audrey’s iconic look in the Sixties romcom Breakfast at Tiffany’s where she played socialite Holly Golightly (left)
Intimate: As part of the company’s promotional push for the yearlong campaign they are also set to release a short film of Beyonce singing her rendition of Moon River from the film to her husband
Perhaps most striking part of the shoot was the famed 128.54 carat Tiffany Diamond Beyonce wore around her neck and later switched to her back as she cuddled up to Jay-Z.
The massive yellow diamond was originally unearthed in South Africa in 1877 and had previously only been worn by four women: Mary Whitehouse, Audrey Hepburn and Lady Gaga.
The Tiffany Diamond: The massive gemstone was first unearthed in South Africa in 1877 and was first reset in necklace form to mark Tiffany’s 175th anniversary celebration in 2012
The gem is said to be worth $30 million, according to estimates from Tiffany & Co.
Whitehouse was the first to wear the gemstone after it was set in necklace form at the 1957 Tiffany Feather Ball in Rhode Island, and Hepburn later donned the gem in promotional images for Breakfast At Tiffany’s.
Gaga dazzled in the diamond as she wore it to the 2019 Academy Awards.
It was first reset in necklace form in 2012 to mark the 175th anniversary of Tiffany & Co.
Despite a handful of iconic starlets having tried the diamond on for size, Beyonce and Jay-Z’s shoot marks the first time the diamond was featured in a campaign.
And as an extra promotional push for the yearlong partnership, the company will release a short film that depicts Beyonce singing Moon River to her husband.
Additionally in the shoot the duo posed against a never-before-seen Jean-Michel Basquiat painting in the company’s signature robins egg blue shade.
Inspiration: The campaign was inspired by the 1961 film Breakfast At Tiffany’s
In an interview with WWD, Alexandre Arnault, the EVP of the company, shared that though there was no ‘literature’ proving that painting dating from 1982 was made for Tiffany it seemed highly plausible that it was an ‘homage.’
‘We don’t have any literature that says he made the painting for Tiffany. But we know a little bit about Basquiat. We know his family…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.’
Also worn by: Lady Gaga dazzled in the diamond as she wore it to the 2019 Academy Awards
Continuing to speak on the choice to use Beyonce and Jay-Z in the new campaign he said:
‘She’s the best singer in the world, and he’s the best rapper in the world, hands down. And we’re the best jewelry company in the world, right? So we kind of had to marry ourselves together to produce this.’
He continued to say: ‘We wanted them to be seen as no one has ever seen them before. We wanted to go behind the scenes and try to capture those intimate moments that are so difficult to see and find.’
‘You’ll see the magic of them loving each other. It’s quite incredible. Also, their daughter was on set and she appears in one of the videos. You see the special bond that they all have together, which is amazing.’
Legendary artist: Additionally in the shoot the duo posed against a never-before-seen Jean-Michel Basquiat painting in the company’s signature robins egg blue shade (Basquiat pictured)
The billionaire’s boy with the magic touch! Tiffany’s Alexandre Arnault, 29, son of LVMH founder Bertrand, helps score Beyoncé and Jay-Z for new campaign – after turning around fortunes at sister brand Rimowa
By Bridie Pearson-Jones for MailOnline
The dashing son of the world’s richest man is the brains behind Beyonce and Jay-Z’s Audrey Hepburn-inspired new campaign for Tiffany’s.
Alexandre Arnault, 29, son of LVMH founder Bernard Arnault, was appointed executive vice president at Tiffany & Co in January and, in a huge win for the cult jewellery brand, the French-born executive first major move has been to secure the Carters which sees Beyonce channelling Hepburn’s iconic Breakfast at Tiffany’s character Holly Golightly.
Sharing the news on Instagram, Alexandre wrote: ‘Today, we are proud to announce our partnership with Beyonce and Jay-Z, and celebrate the most iconic love story of all time – About Love.
‘About Love marks many firsts- the first time the Carters appear together in a public campaign, the first time the legendary 128.54 carat Tiffany Diamond (worn by Beyoncé) is featured in a campaign and also the first public appearance of Jean-Michel Basquiat’s Tiffany Blue painting, ‘Equals Pi’.
Alexandre Arnault, 29, son of LVMH founder Bernard Arnault, was appointed executive vice president at Tiffany & Co in January and, in a huge win for the cult jewellery brand, the French-born executive first major move has been to secure the Carters which sees Beyonce channelling Hepburn’s iconic Breakfast at Tiffany’s character Holly Golightly. He is pictured in 2019 with (from left) his sister Dephine, his father Bernard and Rihanna at the launch of Fenty – Rihanna’s beauty brand which is owned by LVMH
‘As a lifelong fan of the Carters, it was a dream come true to work with such creative forces and make magic with this campaign. My heart is filled with gratitude towards you, B and Jay.
‘And…it’s only the beginning’.
It’s the latest in a string of wins for Alexandre, who married Géraldine Guyot, founder of French accessories brand D’Estrëe, in Paris last month.
For her part, Géraldine studied at Central Saint Martins in London before returning to Paris in 2015 to found D’ESTRËE, which creates ‘high-end fashion accessories’, including hats and jewellery.
It’s the latest in a string of wins for Alexandre, who married Géraldine Guyot, founder of French accessories brand D’Estrëe, in Paris last month.
Beyoncé is among her celebrity fans and the brand is sold at 100 retailers around the world.
The latest campaign – which see Beyonce model the the famed 128.54 carat Tiffany Diamond, is the latest move Tiffany has made to appeal to younger buyers.
It’s new slogan ‘Not Your Mother’s Tiffany’ has been used widely on social media and on billboards across New York and LA. They will also work with The Queen’s Gambit actress Anya Taylor-Joy and Olympic skier and model Eileen Gu in upcoming campaigns.
In May, the luxury jeweller has announced the launch of its first-ever men’s engagement ring settings.
It’s the latest in a string of wins for Alexandre, who married Géraldine Guyot, founder of French accessories brand D’Estrëe, in Paris last month.
Bernard Arnault, who has five children from two marriages, has given senior LVMH roles to his four oldest children. Youngest son Jean is still a student.
Only daughter Delphine, 45, is director and executive vice president of Louis Vuitton; eldest son Antoine, 43, who married Russian supermodel Natalia Vodianova last year, is CEO of Berluti and oversees image, communications and the environment for LVMH; and third son Frédéric, 26, is CEO of Tag Heuer.
Plenty to celebrate! Alexandre’s appointment came a day after he announced his engagement to Géraldine Guyot, pictured, founder of French accessories brand D’Estrëe
Each appointment is closely watched for signs of who Bernard, 72, might one day appoint as his successor, and Alexandre’s success at Tiffany will have analyst keeping their eyes set on the newlywed.
Alexandre trained as an engineer, graduating from France’s Ecole Telecom ParisTech and Ecole Polytechnique. He held jobs at McKinsey & Company and KKR before joining the family business with a position at Fendi.
He was appointed to Rimowa in 2017 after he played a crucial role in LVMH’s decision to buy an 80 percent stake in the high-tech luggage maker for 640 million euros ($716 million), its first acquisition in Germany.
Under Alexandre’s four-year tenure, Rimowa paired up with sportwear brand Supreme for a collaboration and made a big social media push to draw in younger, trendier shoppers and influencers.
Plenty to celebrate! Alexandre’s appointment came a day after he announced his engagement to Géraldine Guyot, pictured, founder of French accessories brand D’Estrëe
When he took over, analysts predicted Tiffany & Co. will be given a makeover in a bid to do similar, as well as attract Asian customers.
Alexandre works under Michael Burke, chairman and CEO at Louis Vuitton, the group’s biggest money spinner, who also chairs Tiffany & Co. Anthony Ledru, head of Louis Vuitton in the US, will take over as CEO of the jeweller.
The French business magnate has a net worth of approximately $180.6billion thanks to through his holdings in LVMH and Carrefour SA, making him Europe’s richest man.
‘Bernard Arnault is building a fair process between the Arnault siblings by testing them,’ Philippe Pele-Clamour, adjunct professor at business school HEC Paris, told Bloomberg . ‘That will allow them to understand if they can lead such a group.’
