Dive Brief:

• Tiffany & Co. on Monday announced a superstar-studded campaign to launch Sept. 2. "About Love" features Beyoncé wearing the 128.54-carat, 82-faceted Tiffany Diamond, and Jay-Z sporting cufflinks with the "Bird on a Rock" design from Tiffany's Jean Schlumberger archive.

• Images by photographer Mason Poole, styled by June Ambrose and Marni Senofonte, were shot against the backdrop of a painting by Jean-Michel Basquiat entitled "Equals Pi." It's the first time the public will see the 1982 work by the American neo-expressionist artist, which is part of a private collection. 

• In a short film directed by Emmanuel Adjei to be released next month, Beyoncé will sing the classic song "Moon River" from the 1961 movie "Breakfast at Tiffany's," according to a company press release. More films from director Dikayl Rimmasch and second unit director, Derek Milton, will follow.

Dive Insight:

Tiffany has enjoyed a few heydays, in the 19th century thanks, in large part, to its stained glass, and again in the mid-20th century. That's when movie stars proudly wore its jewelry, and its store was the focal point of "Breakfast at Tiffany's," a cultural touchstone that helped define New York City in the '60s. 

More recently, the American jeweler has struggled, despite its work to keep up with the times — marketing to same-sex couples and men, creating designs to appeal to millennials and introducing new levels of transparency around its diamond sourcing. Yet, despite its rich history, or perhaps because of it, the brand has failed to resonate in the 21st century as it once did. A recent attempt to market to Gen Z by downplaying its past image has been less than effective.

A campaign featuring power couple Beyoncé and Jay-Z has the potential to break through. The effort smartly hands over the jeweler's most precious artifacts — its cultural signifiers as well as its gems — to two of today's top musical artists who not only have their own layered love story but also represent New York City and the wealthy elite today.

New Tiffany owner LVMH already had Jay-Z's contact info, having acquired 50% of his champagne line Armand de Brignac, or "Ace of Spades" earlier this year.

In a statement, Alexandre Arnault, LVMH executive vice president of product and communication, said the couple, also known as Beyoncé Knowles Carter and Sean Carter, represent "the epitome of the modern love story."

"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," Arnault said. "We are honored to have the Carters as a part of the Tiffany family."