Not only has Grammy and Oscar award winner Beyoncé just turned 40 (looking half her age whilst launching her new Ivy Park collection with Adidas) but she has recently been rocking one of the world’s most expensive diamonds too.
Beyoncé and Jay Z are the new faces of Tiffany’s. The Carters get to wear a 128.54-carat stone in a recently launched ad campaign – the jeweller’s latest attempt to rebrand itself.
The musician sports the “priceless” 128.54-carat stone alongside husband Jay-Z for Tiffany & Co. Beyoncé only the fourth woman, and the first Black woman, to wear the unique diamond in more than a century.
The campaign will last a year and include a short film in which Beyoncé will sing Moon River, a nod to Audrey Hepburn in the 1961 hit movie Breakfast at Tiffany’s.
Beyoncé follows in the footsteps of Audrey Hepburn and Lady Gaga in wearing the famous jewellery piece, which was obtained by Charles Tiffany after being discovered in South Africa in 1877. Lady Gaga was the third woman to wear the stone at the 2019 Academy Awards.
The new campaign will take over digital billboards in New York’s Time Square. Some of the campaign’s photos also show the Carters posing in front of rare 1982 artwork that has rarely been seen before in public, according to Tiffany.
The adverts are part of an overarching campaign from Tiffany’s new owners, the French super conglomerate LVMH, to modernise its appeal for a younger crowd.
Welcome to a younger, more funky Tiffany’s.