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

#Legend - - TIFFANY -

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

Newspapers in English

Newspapers from Hong Kong

© PressReader. All rights reserved.