THE EM­PIRE STRIKES BACK

Tif­fany & Co sheds its old image for an edgier one to speak to new au­di­ences

Singapore Tatler Jewels & Time - - News - Text Ter­ence Lim

Tif­fany & Co's new-look cam­paign

Early this year, Amer­i­can fash­ion de­signer Reed Krakoff was ap­pointed chief artis­tic of­fi­cer at Tif­fany & Co fol­low­ing a ma­jor shake-up. He re­placed the brand’s pre­vi­ous de­sign di­rec­tor Francesca Am­fithe­atrof with the im­me­di­ate task of lur­ing young cus­tomers back for the Amer­i­can jew­eller—the tar­get group that Tif­fany has been los­ing grasp of. Krakoff is no stranger to re­vers­ing for­tunes for Amer­i­can mar­ques, hav­ing been in­stru­men­tal in trans­form­ing the for­tunes of fash­ion house Coach from 1996 to 2013. And the first glimpse of his vision for the brand can be seen in this Fall’s ad­ver­tis­ing cam­paign, “There’s Only One”.

“‘There’s Only One’ is a cel­e­bra­tion of self-ex­pres­sion and em­bod­ies the spirit of Tif­fany,” he said in a press state­ment. “The nar­ra­tive is told through six in­di­vid­u­als who are em­pow­ered, in­tel­li­gent and un­afraid to ex­press them­selves, each with their own unique tal­ent and per­sonal style.”

The cam­paign stars six Amer­i­can per­son­al­i­ties in­clud­ing multi-hy­phen­ates Zoë Kravitz and Janelle Monáe; mu­si­cian St. Vin­cent; clas­si­cal bal­let dancer David Hall­berg; ac­tress Elle Fan­ning; and fash­ion model Cameron Rus­sell. What makes th­ese in­di­vid­u­als in­ter­est­ing is that they are all young (aged be­tween 19 and 35 years old), strong char­ac­ters, who are suc­cess­ful in their own ca­reers. But they are not house­hold names the likes of Hollywood A-lis­ters or mu­si­cians who have gone plat­inum. The six of them strag­gle be­tween the in­die scene and the main­stream cir­cuit, mak­ing them ideal brand am­bas­sadors, who can con­nect with young con­sumers.

The ap­proach in the cam­paign is also markedly dif­fer­ent from pre­vi­ous ones. For one, it has es­chewed the softer, mood­ier vis­ual tack for some­thing more au courant and fash­ion­able. Lens­ing the cam­paign are Inez van Lam­sweerde and Vi­noodh Matadin, the fash­ion pho­tog­ra­phy duo famed for their edgy, some­times con­tro­ver­sial shots.

The six faces are shot decked with co­pi­ous amounts of jew­ellery and watches from Tif­fany & Co. But it’s not just sense­less, in­ces­sant stack­ing. The cre­ative team has made sure the pieces worn are com­ple­men­tary. Take Rus­sell, for in­stance, who wears rings from dif­fer­ent col­lec­tions. Each finger is stacked with bands of dif­fer­ent thick­ness with some more be­jew­elled than the oth­ers. She even sports nar­row hoop ear­rings to match the rings. Th­ese pic­tures go to show that with some fi­nesse in choos­ing the jew­ellery pieces, an out­fit can be el­e­vated up another ech­e­lon, from sim­ple to so­phis­ti­cated to stun­ning.

Krakoff ’s first cam­paign sends out a strong mes­sage to the con­sumers: Tif­fany & Co is not just your goto brand for wed­ding bands and en­gage­ment rings. It’s a tour de force in fash­ion and its range of jew­ellery is suit­able for men and women from 18 to 80. His first jew­ellery de­signs are not expected to hit stores un­til 2018 but by the looks of the cam­paign, the present-day Tif­fany & Co boasts a strong youth spirit and a pre­dom­i­nant fash­ion an­gle. And th­ese point to­wards im­mi­nent suc­cess.

“It’s not about the old story of qual­ity and crafts­man­ship. It’s re­ally crafts­man­ship and ar­ti­san­ship to bring about a mod­ern de­sign. Qual­ity re­ally has to be fused with a mod­ern eye which is what Tif­fany re­ally stood for, for years.” — REED KRAKOFF, CHIEF ARTIS­TIC OF­FI­CER

The faces of the new Tif­fany & Co “There’s Only One” cam­paign are fresh and boast im­mense street cred, which the younger au­di­ence can im­me­di­ately iden­tify with.

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