Chief artistic officer of Tiffany & Co. Reed Krakoff unveiled the first glimpse of his vision for the brand with the company’s “There’s Only One” campaign for fall 2017. Tiffany had been struggling to engage younger consumers for some time. But “Krakoff’s first creative expression for the house” as described by a spokesperson, takes a step in the right direction by featuring some of the buzziest names in the music, acting, dance, and fashion industries photographed by Inez van Lamsweerde and Vinoodh Matadin.
Krakoff elaborated that the campaign “is a celebration of self-expression and embodies the spirit of Tiffany. 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.” These intimate portraits capture the images of Annie Clark (St. Vincent), Janelle Monáe, Cameron Russell, Elle Fanning, David Hallberg, and Zöe Kravitz.
Notably, David Hallberg of the Bolshoi Ballet and the American Ballet Theatre, is not the only big name in dance to promote a high-profile luxury brand. American Ballet Theatre principal dancer Misty Copeland recently became the first ballet dancer to serve as a “spokesmodel” for Estée Lauder, a position which will include TV commercials, print, and digital campaigns. Copeland is celebrated as a prodigious talent in dance as well as a social media force with a strong brand.
Tiffany & Co. has a storied legacy as a timeless brand, immortalized in robin’s egg blue and wrapped with a white ribbon by films like Breakfast at Tiffany’s. The brand’s fresh faces bring Tiffany’s into a more modern, diverse realm while still maintaining its iconic elegance. Krakoff’s first homeware and accessories design collection will be released in the fall while the jewelry lines should be anticipated for 2018.
Images courtesy of glamour.com, professionaljeweller.com, and Tiffany & Co.