One of the worlds best known jewellery brands, Tiffany & Co, is changing direction. Those little blue box moments are taking on new forms under the creative direction of newly appointed Chief Artistic Director, Reed Krakoff, with content and campaigns that have elevated the brand to a new level to regain a younger consumer.
“It’s not about the old story of quality and craftsmanship. It’s really craftsmanship and artisanship to bring about modern design. Quality really has to be fused with a modern eye, which is what Tiffany really stood for, for years.”
As part of the rebrand, last year’s ‘There’s Only One’ campaign featured actresses Zoe Kravitz, Elle Fanning, singers Annie Clark, Janelle Monae, model Cameron Russell and ballet dancer David Hallberg.
Photographed by Inez & Vindooh and creative directed by Grace Coddington, it presented a new, fresh, natural and more relevant aesthetic for the heritage brand.
This year, the strategy continued with the brand choosing New York Fashion Week and London Fashion Week to showcase their Tiffany Hardware collection worn by cool girl models of the moment, Hailey Baldwin and Iris Law captured by young photographer Renell Medrano.
The collaborations with these new-era brand ambassadors, who represent the modern woman with individual talent and style, are breathing new life into the Tiffany & Co collections, imagery and brand identity. We, for one, are very excited about this new chapter for the brand.
– Studio Daer
Quotes takes from Womens Wear Daily interview with Reed Krakoff in March 2017