In the shoot Beyonce also modelled the famed 128.54 carat Tiffany Diamond, making her the fifth female to ever wear the gem, and marking the first time it has been featured in a campaign.
Beyonce wowed in a figure hugging black gown with cheeky sheer panels and a pair of mesh elbow gloves.
The Ivy Park founder wore her hair styled in an elegant updo with soft tendrils around her face and she stared into the camera stoically with her hands at her hips.
Her husband Jay-Z looked dapper in a suit as he gazed at his wife of 13 years.
Perhaps most striking part of the shoot was the famed 128.54 carat Tiffany Diamond Beyonce wore around her neck and later switched to her back as she cuddled up to Jay-Z.
The massive yellow diamond was originally unearthed in South Africa in 1877 and had previously only been worn by four women: Mary Whitehouse, Audrey Hepburn, Lady Gaga and Gal Gadot.
The gem is said to be worth $30 million, according to estimates from Tiffany & Co.
Whitehouse was the first to wear the gemstone after it was set in necklace form at the 1957 Tiffany Feather Ball in Rhode Island, and Hepburn later donned the gem in promotional images for Breakfast At Tiffany’s.
Gaga dazzled in the diamond as she wore it to the 2019 Academy Awards, and most recently Gadot wore the necklace for the upcoming 2022 film Death On The Nile.
It was first reset in necklace form in 2012 to mark the 175th anniversary of Tiffany & Co.
Despite a handful of iconic starlets having tried the diamond on for size, Beyonce and Jay-Z’s shoot marks the first time the diamond was featured in a campaign.
And as an extra promotional push for the yearlong partnership, the company will release a short film that depicts Beyonce singing Moon River to her husband.
Additionally in the shoot the duo posed against a never-before-seen Jean-Michel Basquiat painting in the company’s signature robins egg blue shade.
In an interview with Yahoo Life Alexandre Arnault, the EVP of the company, shared that though there was no ‘literature’ proving that painting dating from 1982 was made for Tiffany it seemed highly plausible that it was an ‘homage.’
‘We don’t have any literature that says he made the painting for Tiffany. But we know a little bit about Basquiat. We know his family…We know he loved New York, and that he loved luxury and he loved jewelry.
‘My guess is that the [blue painting] is not by chance. The color is so specific that it has to be some kind of homage.’
Continuing to speak on the choice to use Beyonce and Jay-Z in the new campaign he said:
‘She’s the best singer in the world, and he’s the best rapper in the world, hands down. And we’re the best jewelry company in the world, right? So we kind of had to marry ourselves together to produce this.’
He continued to say: ‘We wanted them to be seen as no one has ever seen them before. We wanted to go behind the scenes and try to capture those intimate moments that are so difficult to see and find.’
You’ll see the magic of them loving each other. It’s quite incredible. Also, their daughter was on set and she appears in one of the videos. You see the special bond that they all have together, which is amazing.’
Beyoncé is among her celebrity fans and the brand is sold at 100 retailers around the world.
The latest campaign – which see Beyonce model the the famed 128.54 carat Tiffany Diamond, is the latest move Tiffany has made to appeal to younger buyers.
It’s new slogan ‘Not Your Mother’s Tiffany’ has been used widely on social media and on billboards across New York and LA. They will also work with The Queen’s Gambit actress Anya Taylor-Joy and Olympic skier and model Eileen Gu in upcoming campaigns.
In May, the luxury jeweller has announced the launch of its first-ever men’s engagement ring settings.
It’s the latest in a string of wins for Alexandre, who married Géraldine Guyot, founder of French accessories brand D’Estrëe, in Paris last month.
Bernard Arnault, who has five children from two marriages, has given senior LVMH roles to his four oldest children. Youngest son Jean is still a student.
Only daughter Delphine, 45, is director and executive vice president of Louis Vuitton; eldest son Antoine, 43, who married Russian supermodel Natalia Vodianova last year, is CEO of Berluti and oversees image, communications and the environment for LVMH; and third son Frédéric, 26, is CEO of Tag Heuer.