In the campaign, the couple is featured in front of a long-unseen painting from Jean-Michel Basquiat's private collection called Equals Pi.
The painting — which features the signature Tiffany Blue hue — was reportedly acquired by the luxury conglomerate LVMH from a private seller.
This campaign marks the first public appearance for the painting, and according to the release, it was included because art serves as a "common thread throughout the Carters’ love story."
However, many critics have taken to social media to call out the couple for the use of the painting.
One critic remarked about Jay-Z's Basquiat-inspired hairstyle.
Jay Z cosplaying as Basquiat is hilarious to me
A different person was upset with the lavish flaunting of money.
insane to me that rich people can just buy art from artists who have passed and no one else gets to see it, kinda gross imo like these pieces should be able to be seen by everyone, thats literally what basquiat woulda wanted https://t.co/GVb3lRSkAE
"They been hiding a Basquiat for decades just to use it for a Tiffany's ad?" someone asked.
they been hiding a basquiat for decades just to use it for a Tiffany’s ad? https://t.co/LH0XiXbEu9
It was the use of the painting in an advertisement for a different critic.
The fact that they showed off this never-before-seen piece of art from Jean-Michel Basquiat for an ADVERTISEMENT doesn’t sit well with my spirits…
"He wanna be Basquiat so bad," one person added.
He wanna be basquiat so bad. https://t.co/3onXJIVner
This person remarked on the fact that art becomes a commodity so quickly these days.
everything truly does melt into branding.... lvmh buys stake in jays champagne, carters become brand ambassadors, and basquiat is set dressing for luxury https://t.co/HC8MBLyeln
However, not everyone is against the use, and this person shared their thoughts on how no one can speak on behalf of Basquiat.
Now everyone is suddenly a Basquiat enthusiast? “He wouldn’t want this” did he tell you this via oujia board?
Jay-Z has always been open about his love of Basquiat and his work, and he even references the artist in multiple songs.
Plus, he currently owns a $4.5 million Basquiat, so the ad most likely meant no disrespect to the late painter. So there you have it.
Correction: An earlier version of this post misstated that Basquiat's painting was never-before-seen.