Tiffany & Co. 'About Love' 2021 : Beyoncé & Jay-Z by Mason Poole

[THD96]

Source: vogue.com

 

[WinstonH20]

That's it? For Tiffany & Co.? Looks like the type of pictures she regularly puts on her Instagram. It's a no from me.

 

[Deleted member 141309]

I love how Meisel constantly refuses to work with her, and there have been multiple instances when they could've worked together and it probably was suggested a lot (Vogue US, ahem, Vogue UK, cough, and here too). I hugely respect his stance to not work with certain people, and makes me love him even more that Beyonce and Rihanna can only dream of being shot by Steven.

Why each time she is dressed in these Hollywood-esque silhouettes or atrocity like her Vogue UK covers, or, oh God, Ivy Park, is beyond me. Lemonade and Black is King is what works for her, she should probably stick to that kind of fashion.

 

[GivenchyAddict]

Where is the jewelry? Barely see anything. The photos are bad and just cheapen Tiffany's. Ruba is really the most overrated creative director. All the time when she is involved, it is a mess.

 

[Lola701]

I want to like it because I like them but this is just a bunch of nothing.
You can see through it that they had control over the shoot.
It’s a pity because the styling is good. It’s something Testino would have executed perfectly.
McDean or even Jansson could have do great things but oh well…

The campaign is not about jewelry or love. It’s about power…The Basquiat, the power couple, the jewelry…It has nothing to do with love, even if they are in love.

A missed opportunity once again…
But what a coup for Alexandre Arnault!

 

[amby]

 

[aracic]

I want to like it because I like them but this is just a bunch of nothing.

My sentiments exactly, I am actually so disappointed in this.
I hate Jay's Weeknd hair era, he looks much more handsome when it's shorter like OTRII tour. Beyoncé's hair is a mess too.
Just a complete miss. My favorite shot is actually the last one where you can barely see either of them...

 

[YohjiAddict]

In bad taste...which is a given with these two. I don't think their relationship speaks as much of "love" as it does of "love for power."

 

[Marc10]

Why was she styled as a cosplay of Gaga's Oscar look? With that diamond and everything...

eonline

 

[mikel]

Why was she styled as a cosplay of Gaga's Oscar look? With that diamond and everything...

eonline

I think they were going for Audrey Hepburn in Breakfast in Tiffany’s.

 

[lucy92]

I love how Meisel constantly refuses to work with her, and there have been multiple instances when they could've worked together and it probably was suggested a lot (Vogue US, ahem, Vogue UK, cough, and here too). I hugely respect his stance to not work with certain people, and makes me love him even more that Beyonce and Rihanna can only dream of being shot by Steven..

Is there hard evidence of this?

The Tiffany shoot was styled by June Ambrose and Marni Senofonte.

Who is more to blame for this shoot - the art director, photographer or stylists?

 

[mepps]

I wasn't aware that Beyonce and Rihanna have never worked with Meisel.....interesting.
Anyways, this campaign is terrible, and cheap. After all these years, I still don't feel Beyonce has a real personal style, it's just cosplay of white icons, which says so much about her.
I guess Jay was trying to match the Basquait painting? I wonder if they own it. I guess Tiffany is going for that upper middle class, Michael Kors "luxe" audience.

 

[vogue28]

What a disaster of a campaign, and despite Beyoncé wearing a $30 million diamond, the photography, styling and direction of the shoot reeks of cheapness. Cannot quite fathom this is the same brand who've given us such elegant, classy and timeless campaigns over the years!

 

[Benn98]

I dunno how this will turn out for Tiffany seeing as she just dropped her Ivy Park range. They are now in the same conversation with Ivy Park, not an ideal situation for a luxury jewellery brand.
Sure they may get tons of engagement thanks to the fashion line, but how does Tiffany benefit from all this?

 

[Lola701]

^^
Here they are selling the idea of a power couple in a luxurious environment. Totally detached from the Ivy Park line that is aimed at a more mass audience.

This is not about Beyonce and her fans…

I wasn't aware that Beyonce and Rihanna have never worked with Meisel.....interesting.
Anyways, this campaign is terrible, and cheap. After all these years, I still don't feel Beyonce has a real personal style, it's just cosplay of white icons, which says so much about her.
I guess Jay was trying to match the Basquait painting? I wonder if they own it. I guess Tiffany is going for that upper middle class, Michael Kors "luxe" audience.

She has a personal style…It’s a style that doesn’t fit our taste or she doesn’t have the card. And it’s totally fine…
It’s foolish to think that everybody should be a fashion icon by dressing well…Whatever that means. In a way that sort of tackiness she has can be interesting if exploited right.

They don’t own the painting but LVMH/Tiffany does.

Ultimately I think they are a good choice. Luxury can be many things that aren’t related to fashion « directly ». In that sense, they represents a certain idea of a modern luxurious lifestyle…
For very public personas, they are quite discreet.

The problem with the campaign is that it projects a certain idea of exclusivity that can be very overdone.

 

[THD96]

I don't like this. The whole thing is so disconnected. Jay looks annoyed on both pictures while Beyoncé is just okay. I don't see any homage to "Breakfast at Tiffany" in this.

I wish Beyoncé work with again Annie Leibovitz, what they for Vogue Us and her tour remain the best she ever look.

I hope Beyoncé can have fun again. After Lemonade everything she have done seem so serious. You still can be in power, in control of your image but you still have fun.

It's interesting that she wearing Balmain and not LVMH brands on the second picture.

 

[Benn98]

^^
Here they are selling the idea of a power couple in a luxurious environment. Totally detached from the Ivy Park line that is aimed at a more mass audience.
This is not about Beyonce and her fans….

And yet, can you really separate the two?
When you look at general jewellery ads in say Tatler, they often use nondescript models or celebrities with a strong presence in the luxury fashion market. Zendaya who appears on loads of covers is the face of Cartier, which is actually more expensive than Tiffany. Even Penelope Cruz makes sense for Swarovski. Bu Beyonce for Tiffany? This will be a once-off like they've done with Germanotta.

 

[Lola701]

And yet, can you really separate the two?
When you look at general jewellery ads in say Tatler, they often use nondescript models or celebrities with a strong presence in the luxury fashion market. Zendaya who appears on loads of covers is the face of Cartier, which is actually more expensive than Tiffany. Even Penelope Cruz makes sense for Swarovski. Bu Beyonce for Tiffany? This will be a once-off like they've done with Germanotta.

They are actresses. It is somehow easier to sell glamour with actresses and we are used to have them being the faces of everything because let’s be honest, the codes in cinema are much about a certain restrain, classicism. Brands are safer with actresses. Marion Cotillard has a terrible personal style but she can be a stylish woman for Dior or Chanel…

It’s usually tougher for singers as they are much more in control of their image and their change of « aesthetic » comes from them rather than by a director.

What is interesting here is that it’s a jewelry brand. So it’s more about what Beyonce represent (great singer, great entertainer and beautiful woman) than what she is.

I remember there was a time when she was the face of Armani. She did embodied the brand back then. It would not be the case anymore.

I think that it works first because despite being a very known couple, they haven’t been quite insufferable like a lot of celebrity couples. It’s a surprising and refreshing choice.

I’ve read that it’s a year long Campaign so like you I don’t expect from them to be the faces of Tiffany all the time but they are great in terms of rebranding.
People don’t necessarily buy something because of Beyonce or Jay-Z but they will notice the brand more now…

 

[KoV]

I think Beyoncé could be a great face for Tiffany. She's classically beautiful and she's channeled Audrey Hepburn successfully before, in the "Countdown" music video. But this? Horrible. I sincerely hope these are not the actual campaign photos, and that they're just marketing material leading up to a more polished campaign reveal?

 

[Ed..]

If love looks this sombre, then I don't want love.