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Beyoncé Knowles and Jay Z are the new faces of Tiffany & Co, with the jewellery label releasing the superstar couple's first campaign this week, much to the Internet's excitement.
In the images, the couple poses alongside an unseen Basquiat painting, which until now had remained part of a private collection and had never been on public view. And there is more history hidden in the campaign, notably Beyoncé's necklace, which has been worn by Audrey Hepburn and Lady Gaga, and is worth an astonishing $30 million (about £22.9 million).
The 128-carat yellow diamond was worn by Hepburn during the Breakfast At Tiffany’s press tour in 1961, and was seen again on Lady Gaga when she attended the 2019 Oscars. The only other person to wear the valuable piece was socialite Mary Whitehouse who debuted it at the 1957 Tiffany Ball in Newport, Rhode Island. It has also been showcased in the brand's Fifth Avenue windows.
The precious stone was first purchased in South Africa over 140 years ago by the brand's founder Charles Lewis Tiffany – and although the setting of the necklace has been changed slightly, the stone remains the same. Many consider it to be one of the most important gemstone discoveries of the 19th century.
The necklace was a perfect choice for the campaign, which is the first from Tiffany featuring Beyoncé and Jay Z – and is one which has already garnered plenty of attention. According to brand-performance site Launchmetrics, the partnership has gathered $10.5 million in terms of media impact value, which measures the value of marketing activities.
"Beyoncé and Jay Z are the epitome of the modern love story," said Alexandre Arnault, executive vice president of product and communications said of why they were chosen as Tiffany's latest spokespeople. "As a brand that has always stood for love, strength and self-expression, we could not think of a more iconic couple that better represents Tiffany’s values. We are honoured to have the Carters as a part of the Tiffany family."
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