THE EMPIRE STRIKES BACK

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

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.