The power couple star in Tiffany's latest initiative, marking the first time the duo have appeared together in a campaign.

When it comes to celebrity power couples, few are as iconic or long-lasting as the Carters &mdash; better known by their respective mononyms Beyonc&eacute; and Jay-Z. So it&#39;s no surprise that Tiffany &amp; Co. have tapped on the duo for &#39;About Love&#39;, one of their biggest campaigns yet &mdash; and the first commercial campaign that the musicians have appeared in as a couple.

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That&#39;s not the only first that the collaboration marks. In the campaign&#39;s initial&nbsp;images, Beyonc&eacute; is pictured wearing the iconic Tiffany Diamond &mdash; all 128.54 carats of it &mdash; the first time the gemstone has ever been worn in a campaign. The legendary Bird on a Rock brooch also makes an appearance, now reconstructed as a pair of unique cufflinks for Jay-Z.

But &#39;About Love&#39; is more than a maudlin celebration of the emotion. The campaign also explores connection and vulnerability, qualities that the brand says the Carters embody.

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&ldquo;We at Tiffany stand for many things, love being at the forefront,&quot; said Alexandre Arnault, Tiffany&#39;s executive vice president of product and communication. &quot;And [the Carters] embody modern love, in my opinion.&rdquo;

As for what &#39;modern love&#39; meant, Arnault alluded to it in a separate interview, mentioning Beyonc&eacute; and Jay-Z&#39;s well-known &quot;ups and downs&quot;, the two decades the couple have stayed married in spite of it all, and their prolific careers as individuals.

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The upcoming campaign film was shot by Ghanian-Dutch director Emmanuel Adjei,&nbsp;who also worked with Beyonc&eacute; on Black Is King, the singer&#39;s 2020 musical film, with some contributions from Jay-Z himself: At one point,&nbsp;Beyonc&eacute; serenades her husband&nbsp;with a cover of Moon River,&nbsp;and Jay-Z records it all with a Super 8 camera.

An artwork by the Brooklyn-born Jean-Michel Basquiat &mdash;an artist widely regarded as one of the most influential of the 20th century &mdash; also makes an appearance in the film, a sign of Tiffany&#39;s long-standing tradition of working with New York creatives. Equals Pi was created by the artist in 1982, and has been kept in a private collection&nbsp;until now.

As part of Tiffany&#39;s partnership with Beyonc&eacute; and Jay-Z, the house has also pledged US$2 million towards scholarships and internship programmes for Historically Black Colleges and Universities in the United States.

Beyoncé and Jay-Z are Tiffany & Co's latest ambassadors

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