How do you reinvent a model as saturated with iconography as Tiffany & Co.? The jewellery firm already has a signature shade (blue, and trademarked as of 1998), film (Breakfast at Tiffany’s), and track (“Moon River”—to not point out the alt-rock hit “Breakfast at Tiffany’s” by Deep Blue One thing). Any try at revamping could be tantamount to a coup.
However that process falls nonetheless to Alexandre Arnault, the 29-year-old son of the LVMH tycoon Bernard Arnault, who decamped from (the LVMH-owned) Rimowa earlier this 12 months to grow to be the chief vp of product and communications at Tiffany’s shortly after LVMH acquired the American jewelry brand. On Monday morning, he revealed his Tremendous Bowl-worthy playbook: Beyoncé and Jay-Z, a Tiffany-toned Basquiat, and a 128-carat diamond. In pictures and video, the couple, who’ve by no means earlier than appeared in an advert collectively, perch earlier than Equals Pi by Jay’s favourite artist, Jean-Michel Basquiat, a canvas whose major shade (as luck would have it!) is the model’s signature robin’s egg blue. The couple put on a number of of the jewellery model’s most famed items, together with the 128-carat Tiffany Diamond that Audrey Hepburn wore in Breakfast at Tiffany’s. In a forthcoming quick movie to be launched September 15, Beyoncé sings “Moon River,” the ditty sung by Hepburn in Tiffany’s—and in a single picture, she poses in a backless Balmain dress a la Hepburn.
It’s a champagne, rose petals, Louboutins-kicked-off view of romance. The marketing campaign isn’t just about love; it’s referred to as “ABOUT LOVE.” Tiffany’s, in different phrases, is now synonymous with that best of all human feelings and experiences. Although wasn’t it all the time, as the luxurious go-to for American engagement rings? All that is to say, with regards to reinventing Tiffany’s, maybe the key is: don’t reinvent it in any respect.
However this isn’t merely a doubling down on the acquainted tropes of Tiffany romance. By using probably the most well-known couple on the planet, and securing a portray by probably the most well-known, or no less than coolest, modern painter, Arnault is bidding to make Tiffany blue as lusted-after as Hermès orange—a world image of exclusivity and need (and the uncommon French crown jewel not within the LVMH umbrella).
And he has spared no expense to do it—that is maybe the one luxurious marketing campaign in historical past to incorporate the acquisition of a Basquiat in its finances (plus a $2 million donation to Traditionally Black Schools and Universities for scholarships and internships). On Twitter, numerous customers opined that utilizing a portray to advertise a jewellery model was unsavory—one called it “Basquiat blasphemy,” and others seemed to think the couple had been “hiding” the Basquiat in order to reveal it in the campaign. In actuality, the corporate acquired the portray earlier this 12 months, Arnault told WWD; beforehand, he mentioned, it had been within the assortment of a non-public proprietor because the early Eighties. (A fast google reveals that it belonged to the Sabbadinis, a Milan-based household that makes jewellery; it was photographed over their sofa in a 2018 W Magazine story. The Sabbadinis didn’t reply to a number of requests for remark.)
This sweeping declaration ABOUT LOVE is the truth is the results of a lot backstage dealmaking. Arnault informed WWD he courted Jay-Z and Beyonce for the marketing campaign in the beginning of this 12 months. It doesn’t appear a coincidence, then, that LVMH took a 50% stake within the rapper’s champagne model, Armand de Brignac, in a February deal that Jay Z mentioned began with conversations with Arnault. (The rapper has a behavior of profitable again scratching: after palling around in the Hamptons last summer with Jack Dorsey, the Twitter founder bought out Jay’s streaming service Tidal for $350 million in March.)