How do you reinvent a model as saturated with iconography as Tiffany & Co.? The jewellery firm currently has a signature coloration (blue, and trademarked as of 1998), movie (Breakfast at Tiffany’s), and song (“Moon River”—not to mention the alt-rock strike “Breakfast at Tiffany’s” by Deep Blue Something). Any try at revamping would be tantamount to a coup.
But that undertaking falls however to Alexandre Arnault, the 29-year-previous son of the LVMH tycoon Bernard Arnault, who decamped from (the LVMH-owned) Rimowa before this 12 months to turn out to be the executive vice president of products and communications at Tiffany’s soon after LVMH acquired the American jewelry manufacturer. On Monday morning, he exposed his Super Bowl-worthy playbook: Beyoncé and Jay-Z, a Tiffany-toned Basquiat, and a 128-carat diamond. In photographs and online video, the pair, who have never ever right before appeared in an ad collectively, perch prior to Equals Pi by Jay’s favored artist, Jean-Michel Basquiat, a canvas whose main color (as luck would have it!) is the brand’s signature robin’s egg blue. The pair dress in numerous of the jewelry brand’s most renowned items, including the 128-carat Tiffany Diamond that Audrey Hepburn wore in Breakfast at Tiffany’s. In a forthcoming small movie to be produced September 15, Beyoncé sings “Moon River,” the ditty sung by Hepburn in Tiffany’s—and in a person graphic, she poses in a backless Balmain costume a la Hepburn.
It’s a champagne, rose petals, Louboutins-kicked-off perspective of romance. The marketing campaign is not just about enjoy it is known as “ABOUT Enjoy.” Tiffany’s, in other words and phrases, is now synonymous with that biggest of all human feelings and encounters. Even though wasn’t it always, as the luxurious go-to for American engagement rings? All this is to say, when it arrives to reinventing Tiffany’s, maybe the magic formula is: never reinvent it at all.
But this is not just a doubling down on the common tropes of Tiffany romance. By employing the most famed couple in the world, and securing a portray by the most famed, or at the very least coolest, present-day painter, Arnault is bidding to make Tiffany blue as lusted-just after as Hermès orange—a world-wide image of exclusivity and desire (and the rare French crown jewel not in the LVMH umbrella).
And he has spared no price to do it—this is possibly the only luxurious campaign in record to involve the order of a Basquiat in its price range (additionally a $2 million donation to Historically Black Faculties and Universities for scholarships and internships). On Twitter, a variety of people opined that utilizing a painting to encourage a jewelry brand name was unsavory—one particular identified as it “Basquiat blasphemy,” and some others seemed to assume the couple had been “hiding” the Basquiat in order to expose it in the campaign. In fact, the company acquired the painting previously this year, Arnault told WWD previously, he explained, it had been in the assortment of a private operator considering that the early 1980s. (A quick google reveals that it belonged to the Sabbadinis, a Milan-based mostly family members that tends to make jewellery it was photographed around their sofa in a 2018 W Magazine story. The Sabbadinis did not respond to many requests for remark.)
This sweeping declaration ABOUT Appreciate is in truth the end result of much backstage dealmaking. Arnault informed WWD he courted Jay-Z and Beyonce for the campaign at the starting of this 12 months. It doesn’t appear to be a coincidence, then, that LVMH took a 50% stake in the rapper’s champagne manufacturer, Armand de Brignac, in a February offer that Jay Z claimed started with conversations with Arnault. (The rapper has a practice of worthwhile back again scratching: after palling around in the Hamptons previous summer time with Jack Dorsey, the Twitter founder acquired out Jay’s streaming provider Tidal for $350 million in March.)