Tiffany & Co.’s latest collection is aimed at the young crowd, writes Nadia Badarudin
WHEN American fashion designer Reed Krakoff left fashion house Coach and joined Tiffany & Co. as its chief artistic officer early last year, you knew something exciting was brewing.
A former sportswear designer at Tommy Hilfiger, Krakoff was known for revamping and making Coach’s traditional leather masterpieces trendier.
He turned the brand from a humble family firm into a global player that makes billions.
He was also responsible for changing the colours and styles of Coach’s basic briefcases every season, with add-on accessories including wallets and mobile phone cases.
Krakoff’s debut high and fine jewellery collection for Tiffany & Co. - Paper Flowers - is the product of his talent and whimsical flair in reviving age-old business acumen and jewellery craftsmanship.
The high and fine jewellery collection reflects a perfect balance of refined femininity and industrial modernity.
Its name and design are inspired by the poetic idea of flower petals, cut from paper and delicately pinned together.
Constructed and engineered with a platinum pin at its centre, this organic, floral motif is reimagined through a modern and graphic lens.
“Paper Flowers is about stripping away all of the rules associated with fine jewellery,” says Krakoff.
“Luxury shouldn’t always mean formality, so we used precious stones and the finest materials, but in a way that you can live with every day.”
WEARABLE, EVERYDAY LUXURY
Naturalism is at the heart of this collection as seen throughout Tiffany’s rich history — the vibrant colour of the iris inspired the purple of tanzanite, while yellow diamonds echo the vivid hue of fireflies.
Tiffany’s unparallelled craftsmanship is also manifested in the artfully crafted, highly polished platinum set with brilliant diamonds.
Exemplifying the superior quality and exquisite design heritage, a high jewellery diamond bib necklace features over 68 carats with a mix of pear-shaped and round brilliant diamonds.
Each asymmetrical petal is connected to the next with effortless ease, showcasing ingenious construction and attention to detail.
YOUTH FACTOR
For the campaign film, Believe In Dreams, Tiffany & Co. teams up with young talents including actress and model Elle Fanning.
The brand signed up Fanning in 2016 as its first celebrity advertising campaign star to entice millennial shoppers.
Believe In Dreams also features dancer Maddie Ziegler and Harlem-born rapper and Traplord streetwear line founder A$AP Ferg.
The campaign film opens with a black and white remake of the famous scene from Breakfast At Tiffany’s, shot at Tiffany & Co.’s flagship store on Fifth Avenue.
Clad in a sporty outfit, Fanning wears the Paper Flowers collection throughout the film, as the brand tries to appeal to the young by suggesting luxury as an everyday wear.
Tiffany Paper Flowers range from pendants and earrings to bracelets and is now available in Malaysia.