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    Beyoncé and Jay-Z  Backlash As Faces Of Tiffany & Co.

    Beyoncé, JAY-Z Tiffany Ad Controversy

    Luxury jewelers Tiffany & Co. recently teased their new ad campaign, “About Love” featuring powerhouse couple Beyoncé and Jay-Z on August 22.

    In addition, this close collaboration with the Carters focuses on vulnerability and connection. The Carter’s story of love mixed with the iconic Tiffany Diamond and Jean-Michel Basquiat’s Equals Pi (1982) launches the famed jewelers’ new brand identity.

    The Location

    Shot in Los Angeles’ Aurum House – Beyoncé is channeling Audrey Hepburn’s character from the iconic rom-com Breakfast at Tiffany’s. In the ad, the famous singer wears a black fitted dress, long mesh gloves, and an updo hairstyle.

    Moreover, the main attraction is the $30 million Tiffany yellow diamond necklace on the superstar’s neck. Yet it’s the same one Hepburn often wore when promoting a film. This gemstone is how Tiffany solidified its reputation as a brand authority. Beyoncé made history as the first black woman to wear the 128.54 carats, Tiffany Diamond.

    Come to think of it; this whole ad campaign had a lot of first.

    But even though the famous dynamic duo made history, all the attention went to the Jean-Michel Basquiat painting hanging in the background.

    Behind The Artist: Basquiat

    Jean-Micheal Basquiat still is one of the most influential neo-expressionist artists. He is known for his graffiti-inspired paintings and his work with Andy Warhol. Basquiat, who died of a drug overdose in his 20s, left behind a collection of his work that has never been seen. This robin blue egg painting was acquired by Tiffany & Co.

    Nonetheless, many flocked to Twitter to question how the anti-capitalist artist would feel about the use of his art to advertise jewelry.

    People also had mixed feelings about the luxury brands pledge to donate $2 million towards scholarship and internship programs for Historical Black Colleges and Universities.

    But there was still some overall support. Regardless of the backlash faced, Tiffany & Co. is putting a lot of money into this annual campaign with the Carters. The print campaign will drop on September 2 and a short film with Beyoncé singing “Moon River” on September 15.

     

     

     

     

     

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