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Tiffany & Co

Tiffany & Co features gay couple in ad for the first time

One step forward for marriage equality, another step forward for wedding retailers to sell you expensive rings

As same-sex marriage becomes legal in more countries and states, brands have begun to realise that lots of people think two men or two women getting married is absolutely fine. In fact, sometimes their own customer might actually be someone who wants to get hitched to a person of the same gender. With this earthshattering revelation in mind, Tiffany's has now featured a gay couple in its advertising for the first time.

Peter Lindbergh – who recently shot the SS15 campaign for Louis Vuitton menswear – photographed an improbably handsome IRL gay couple for the campaign. The ad is part of a bigger campaign, which features seven scenes of couples. 

The text for the image reads: "Will you promise to never stop completing my sentences or singing off-key, which I'm afraid you do often? And will you let today be the first sentence of one long story that never ends? Will you?" (No pressure, obvs.) 

A spokesperson for Tiffany's told Elle: "Nowadays, the road to marriage is no longer linear. True love can happen more than once with love stories coming in a variety of forms. 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 representation of more LGBT couples in any kind of media is undoubtedly good thing, but it's still somewhat galling to see companies rush to market their advertising to couples whose unions were previously deemed "illegal". Still, we congratulate the happy couple.