Beyoncé and Jay-Z’s new Tiffany & Co. campaign was a massive hit. The pictures from the campaign, which were released on August 23, featured Beyoncé in a curve-clutching black dress, posing with Jay-Z, who was looking dapper in a black tux, silk bow tie, and diamond-encrusted brooch. With this campaign, the singer once again created history as she became the first black woman to wear the famous yellow Tiffany diamond for the campaign.

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Beyoncé wore the priceless 128.54-carat stone with her stunning black dress and became the fourth woman, and first Black woman, to wear the diamond in more than a century. The Tiffany Diamond was originally discovered in South Africa in 1877. Since then it has been donned by Mary Whitehouse, wife of American diplomat Edwin Sheldon Whitehouse, Hollywood icon Audrey Hepburn, and singer Lady Gaga.

Alexandre Arnault, executive vice president, said in a press release, “Beyoncé and Jay-Z’s shoot is the first time the diamond has been featured in an advertising campaign. 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 honoured to have the Carters as a part of the Tiffany family.”

Tiffany & Co. is also pledging $2 million toward scholarship and internship programs for historically Black colleges and universities, with more details on the initiative to come. Tiffany & Co.’s new About Love campaign is a celebration of modern love and is the jewellery company’s latest attempt to rebrand itself for a younger, more diverse audience.

The company says it will release a film by director Emmanuel Adjei — who was also involved with Beyoncé’s 2020 visual album Black Is King — that includes a rendition of “Moon River” “reimagined with vocals by Beyoncé.” That song was written for Hepburn to perform in Breakfast at Tiffany’s.

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