Paper Flowers marks the debut of Reed Krakoff’s first jewellery collection for Tiffany & Co – a collection of dreamy and playful pieces that brings a breath of fresh air to the historic maison
things that come to mind when we think of Tiffany & Co: Holly Golightly dressed to the nines, croissant dangling from her mouth as she stares longingly at Tiffany jewels displayed at New York’s Fifth Avenue store; and the Tiffany Blue Box, tied up with a white ribbon and in robin’s egg blue, a colour so instantly recognisable it’s known to most as Tiffany Blue.
It is precisely these two elements that form the core of Tiffany’s “Believe in Dreams” campaign and inspired the brand’s new chief artistic officer, Reed Krakoff, to remake the iconic opening scene of Breakfast at Tiffany’s – a modern take on a storied brand we all know and love. The idea isn’t far from Krakoff’s own challenge at Tiffany. “Believe in Dreams” is his first campaign launch with the brand, where he’s been handed the gargantuan task of revamping product lines and injecting the long-established jeweller with a breath of fresh air.
“We wanted to take a fresh approach to the campaign, juxtaposing something visually extraordinary with a song that is a nostalgic nod to the past, combined with something wholly unexpected and of the moment,” says Krakoff. “Our spring teaser campaign is a new point of view for Tiffany – one that brings the wit, joy and optimism of the brand to the New York City streets.”
And who better to take the lead than Elle Fanning? The younger sister of actress Dakota Fanning really came into her own with dramatic roles in Super 8 and Maleficent, but until we stumbled on her in the Vogue short Elle Fanning’s Fan Fantasy, we never knew she could be this much fun.
From top: Elle Fanning behind the scenes on the set of Tiffany’s Believe in Dreams campaign,Tiffany & Co Paper Flowers firefly ring in platinum with white diamonds and a yellow diamond