As far as Tiffany & Co. ads go, it’s standard fare: a chic, exceptionally attractive couple sharing a romantic moment that is captured in a beautiful black and white photograph.
This time around, the only difference is that said couple is composed of two men, making them the first gay couple ever featured in the luxury jeweler’s engagement campaign, according to Elle. The future husbands, who can be seen sharing a loving moment on the stoop of a brownstone, are not models, but a real-life New York couple, according to Elle.
“Will you promise to never stop completing my sentences or singing off-key, which I’m afraid you do often?” the accompanying text says. “And will you let today be the first sentence of one long story that never, ever ends?”
“Nowadays, the road to marriage is no longer linear, and true love can happen more than once with love stories coming in a variety of forms,” Linda Buckley, Tiffany & Co. vice president of North American PR, said in a statement to . “The Tiffany engagement ring is the first sentence of the story that a couple will write together as they create a life that is deeply intimate and exceptional, which is the message we hope to convey through this campaign.”
The campaign, shot by fashion photographer Peter Lindbergh, highlights seven couples at different stages of their relationships, according to CNN.
“All of these scenes have a unifying theme: they capture a moment in time when couples experience an intimate connection, an acknowledgment that yes, this person is the one, now and forever,” a press release states, according to CNN.
Tiffany is not the first major brand to feature same-sex couples in its advertising in recent years. In 2011, J.Crew featured one of its designers and his partner in their 2011 catalogue, according to Out. The next year, a Gap billboard featured a same-sex couple, andlast year, Banana Republic followed suit, according to the New York Times.