The New York-based luxury brand has enlisted the Carter’s in a new campaign that also features a never-before-seen Basquiat piece.

The campaign which includes images by Mason Poole marks the first time the Tiffany Diamond has been used in a campaign. However, the inclusion of a never-before-seen Basquiat piece happens to be the conversation starter.

Speaking of the late artist’s 1982-dated “Equals Pi” painting, Executive VP of products and communications at Tiffany, Alexandre Arnault said:

“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 did an exhibition of his work at the Louis Vuitton Foundation a few years back.

” 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.”

A visual aspect is included in the “About Love” campaign, which includes a cover of “Moon River” and some Super 8 footage taken by Jay. The two engaged Emmanuel Adjei, whose prior credits include Beyoncé’s Black Is King project, for a cinematic aspect compared to “a music video.”

The campaign’s print component will debut in the United Kingdom in early September. Additionally, a video component will premiere on September 15 on the Tiffany website and in a few of in-person locations. Takeover-style displays are also planned for Times Square and other sites later this year.

The Tiffany brand and the Carters have agreed to provide $2 million to scholarships and other programs at Historically Black Colleges and Universities as part of their collaboration.

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