The other main artwork that orients “Apeshit” is a statue of a goddess, the Winged Victory of Samothrace, which appears to symbolize their success-as individuals and as a couple. The full-body shot calls attention to Beyoncé’s pants and Jay-Z’s elegant attire as the duo re-create the gaze of the woman in the painting. In the now-iconic first glimpse of the couple, the camera glides toward them as they stand in front of the Mona Lisa, each wearing pastel-colored suits with no shirt underneath. Beyonce’s cover of “Moon River” only drives the point home: what one house abandons, another picks up-and LVMH, and presumably love, wins.Throughout the video, Beyoncé and Jay-Z borrow inspiration from the strength and grace of women. An early aughts dark fashion devotee, Williams has largely steered the brand away from the little black dress chicness of Audrey Hepburn, an association that his predecessor, Clare Waight Keller, had embraced. Perhaps more titillating is the ad’s styling, which features the Balmain homage to Hepburn and pieces by Givenchy, which costumed Hepburn for Tiffany’s and is also owned by LVMH it is currently helmed by Matthew Williams. Many were upset by the assumption that the painting would not be seen by the public, but as Tiffany’s noted in their press release, the painting will hang in the brand’s New York flagship when the renovation is complete. The images also echo Beyoncé and Jay’s video for “Apeshit,” in which the couple dance through an empty Louvre Museum, asserting their place in the canon of art as living masterpieces themselves. The color is so specific that it has to be some kind of homage.” Tiffany’s also has a history of working with artists in their stores: Robert Rauschenberg and Jasper Johns created window designs for the Fifth Avenue location back in the 1950s. “We know he loved New York, and that he loved luxury and he loved jewelry,” Arnault told WWD, presumably referring to Basquiat’s appearance in a Comme des Garçons runway show and his appreciation for Armani suiting. Is the hand wringing over the use of a work of art to promote jewelry warranted, or overblown? First, the association between the brand and the color is so strong that it seems unimaginable that Basquiat didn’t have at least a passing awareness of it. Artestar did not return a request to explain what the partnership might mean, though given that the painting will appear throughout the campaign, including the film, it almost certainly means a licensing deal for Basquiat’s estate. Tiffany’s press release mentions that the Basquiat appears in partnership with Artestar, the licensing firm that works with the estates of Basquiat and Keith Haring as well as living artists including Kenny Scharf.
Though wasn’t it always, as the luxury go-to for American engagement rings? All this is to say, when it comes to reinventing Tiffany’s, perhaps the secret is: don’t reinvent it at all. The campaign is not just about love it is called “ABOUT LOVE.” Tiffany’s, in other words, is now synonymous with that greatest of all human emotions and experiences. It’s a champagne, rose petals, Louboutins-kicked-off view of romance. In a forthcoming short film to be released September 15, Beyoncé sings “Moon River,” the ditty sung by Hepburn in Tiffany’s-and in one image, she poses in a backless Balmain dress a la Hepburn. The couple wear several of the jewelry brand’s most renowned pieces, including the 128-carat Tiffany Diamond that Audrey Hepburn wore in Breakfast at Tiffany’s. In photographs and video, the couple, who have never before appeared in an ad together, perch before Equals Pi by Jay’s favorite artist, Jean-Michel Basquiat, a canvas whose primary color (as luck would have it!) is the brand’s signature robin’s egg blue. On Monday morning, he revealed his Super Bowl-worthy playbook: Beyoncé and Jay-Z, a Tiffany-toned Basquiat, and a 128-carat diamond.
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Any attempt at revamping would be tantamount to a coup.īut that task 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 year to become the executive vice president of product and communications at Tiffany’s shortly after LVMH acquired the American jewelry brand.
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BEYONCE JAY Z VIDEO YOUTUBE MOVIE
How do you reinvent a brand as saturated with iconography as Tiffany & Co.? The jewelry company already has a signature color (blue, and trademarked as of 1998), movie ( Breakfast at Tiffany’s), and song (“Moon River”-not to mention the alt-rock hit “Breakfast at Tiffany’s” by Deep Blue Something).