A still from Beyonce & Jay-Z’s “Apesh**t” music video, filmed in the Louvre museum.

Paris--Tiffany & Co. had Audrey Hepburn in “Breakfast at Tiffany’s,” and Messika arguably now has a modern-day equivalent: Beyoncé in her newly released music video for “Apes**t.”

First, a little clarity to underline the magnitude of the moment.

Beyoncé is currently on tour with husband, rapper Jay-Z.

Just as with her acclaimed last album, “Lemonade,” the singer released her and her husband’s new joint album, “Everything Is Love,” without any traditional publicity over the weekend via Jay-Z’s streaming music service Tidal.

20180621 messika1This Messika high jewelry necklace is part of the house’s “Persian Drops” set, which stars in Beyoncé’s surprise new music video.
“Apes**t” is the first single off the surprise album, which, coming from a powerhouse duo like Beyoncé and Jay-Z, represents the height of cultural hype.

Filmed entirely in and around the Louvre Museum in Paris—an unheard of move that testifies to the couple’s clout—Beyoncé sports items from Messika’s high jewelry collection as she and Jay-Z stand in front of the Mona Lisa.

Fewer iconic branding moments have ever existed.


Specifically, she wore the Parisian jewelry house’s “Persian Drops” set. The necklace and earrings feature more than 100 carats of white diamonds.

Messika was quick to point out that Queen Bey has been wearing the brand for the past four years, both on-stage and in her personal life.

In fact, it seems the idea for the contemporary masterpiece was sparked long ago.

In the below Instagram post from 2014, Beyoncé sported Messika’s “Glam'Azone” double ring at the Louvre, right in front of the Mona Lisa.

A post shared by Beyoncé (@beyonce) on


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