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Tiffany&Co. all tied up for fall
The New York retailer seems to be betting high on classic diamond designs for the coming season, rebooting existing collections that include bows, infinity symbols and flowers.
Pictured here is an 18-karat rose gold ring and 18-karat white gold cuff from the Tiffany Bow collection for fall 2015.
New York--Tiffany & Co. is betting high on classic diamond designs for the coming season.
The New York-based retailer announced this week that Design Director Francesca Amfitheatrof is “reimagining” three existing diamond jewelry collections for the fall that include some familiar shapes--bows, flowers and the infinity symbol.
Tiffany Victoria is the high-end collection of the three, using round and pear-shaped diamonds, which are on-trend right now, set in platinum to create pieces that look like flowers. The original Victoria collection came out in 1998, inspired by a diamond corsage ornament Tiffany had at the 1889 Paris World’s Fair.
The Bow collection will be done in 18-karat rose and white gold with asymmetrical loops and off-centered knots on chokers, cuffs and rings, while Infinity will include cuffs and rings in sterling silver as well as 18-karat gold with diamonds.
Supporting the new product will be an advertising campaign featuring real-life relatives and friends who also happen to be models. Tiffany said the campaign aims to highlight the connections between loved ones.
Mario Sorrenti shot sisters Dree and Langley Fox Hemingway, models and longtime friends Crista Cober and Imaan Hammam, and model Doutzen Kroes with her son Phyllon in black and white for the campaign. He also directed a short film.
Created with ad agency Ogilvy & Mather, the campaign will appear in print publications, in Tiffany’s autumn/winter magazine and in digital media with the hashtags #TiffanyVictoria, #TiffanyBow and #TiffanyInfinity.
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