EditorsNov 22, 2024
Out & About: Inside the CD Peacock MansionStep inside the nearly 21,000-square-foot suburban Chicago jewelry store with Editor-in-Chief Michelle Graff.
MajorsMay 11, 2018
‘Breakfast at Tiffany’s’ Opening Scene Reimagined for 2018
Tiffany & Co. tapped two young talents to reimagine it for its “Believe in Dreams” marketing campaign film.
Actress Elle Fanning is the face of Tiffany & Co.’s new “Believe in Dreams” marketing campaign. In addition to ad shots like the one pictured here, Fanning also starred in the campaign’s short film, which features a reboot of the opening scene of “Breakfast at Tiffany’s” as well as a reimagined “Moon River” tune.
New York—Tiffany & Co. has taken the iconic opening scene from the film that shares its name and given it a modern touch for its latest marketing campaign.
The film for the retailer’s “Believe in Dreams” spring campaign opens with actress Elle Fanning approaching the Tiffany flagship store on Fifth Avenue in a black and white scene as she peers into the windows--a nod to the opening scene in “Breakfast at Tiffany’s” where Audrey Hepburn does the same.
Fanning wears a petite tiara just like Holly Golightly did. “Moon River” is playing in the background, but this version features Fanning’s vocals.
That’s about where the similarities end.
Rather than the iconic black Givenchy dress and pearls Hepburn wears, Fanning is in denim and a hoody.
Then the soothing tune becomes a reimagined version of “Moon River,” featuring original lyrics by New York City native and hip hop artist A$AP Ferg, and suddenly the world around Fanning turns colorful, featuring, very prominently, that specific shade of Tiffany blue.
New York comes to life as Fanning, actress and dancer Maddie Ziegler, and a cast of dancers and characters move around the city.
WATCH: Tiffany & Co.’s new “Believe in Dreams” campaign film
Director Francis Lawrence—known for creating some of pop culture’s most iconic videos and films, such as “Hunger Games” and Lady Gaga’s “Bad Romance” music video—directed it, with Ryan Heffington providing the choreography.
Tiffany said it brought Fanning and A$AP Ferg together for the clip because they “represent a basic Tiffany ideal: that New York is a place where anything can happen, and Tiffany is where dreams come true.”
The release of the campaign also marks the first time the jeweler has ever created a song, which will be available for streaming on Spotify starting May 3.
“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,” Chief Artistic Officer Reed Krakoff said.
Tiffany released the new marketing campaign at the same time as its new “Paper Flowers” collection, the first under Krakoff.
In addition to the film and ad shots, the campaign also featured pop-up installations in its iconic color around New York, like Tiffany blue coffee carts and taxis, bodegas with buckets of paper flowers, and some subway stations dispensing limited-edition Tiffany & Co. MetroCards.
More on Majors
The Latest
CollectionsNov 22, 2024
Piece of the Week: Xander Jane’s ‘Spiked’ Pearl StudsThese punk-inspired earrings from the new Canadian brand’s debut collection reveal the alter ego of the classic pearl.
SourcingNov 22, 2024
Facets of Fire Expands to Include Pear, Marquise DiamondsThe company brings its nanotechnology to two new fancy cuts for diamonds that feature its signature color and brilliance.
Brought to you by
Navigating Cybersecurity: Essential Guidance for JewelersFrom protecting customer data to safeguarding inventory records, it's crucial to learn how to tackle cybersecurity challenges.
Supplier BulletinNov 21, 2024
Tasha R Releases 2025 Labbelle Lab Diamond Jewelry CatalogSponsored by Tasha R
Weekly QuizNov 21, 2024
This Week’s QuizTest your jewelry news knowledge by answering these questions.
AuctionsNov 21, 2024
Gold Watch Gifted to Titanic Rescue Ship Captain Sells for $2MThree Titanic survivors presented him with the personalized Tiffany & Co. timepiece about a year after the tragedy.
CollectionsNov 21, 2024
Channel Elphaba in Muse’s ‘Have a Heart x Cynthia Erivo’ CollectionCynthia Erivo chose Dreams of Hope, an organization dedicated to empowering LGBTQA+ youth, as the charity for this year’s collection.
Brought to you by
Enhance Your Expertise with IGI’s In-Person Courses in NYCThis fall, sharpen your skills in jewelry grading, quality control and diamond assessment.
IndependentsNov 21, 2024
Mary Moses Kinney Is Now Part of The Edge’s Team Kinney, who spent nearly 30 years at IJO, has been hired to head Abbott Jewelry Systems’ new virtual marketplace.
CrimeNov 20, 2024
Sotheby’s to Pay $6.25M Settlement to NY State for Alleged Tax FraudThe auction house was accused of helping clients avoid paying taxes on millions of dollars’ worth of art purchased from 2010 to 2020.
Events & AwardsNov 20, 2024
Kering Debuts New Jewelry Award With Sustainability FocusThe four finalists will present their pieces at the 2025 JCK Las Vegas show.
CollectionsNov 20, 2024
Pamela Love Channels Surrealist Artists in New CollectionThe “Camera Oscura” collection showcases earring designs celebrating female Surrealist artists Claude Cahun and Leonor Fini.
Policies & IssuesNov 20, 2024
Columbia Gem House Raises $10K for Reforestation EffortsThe money will fund the planting of 10,000 trees in critical areas across Oregon, Arizona, Montana, and other regions.
Events & AwardsNov 20, 2024
The Jewelry Symposium Opens Registration, Scholarship ApplicationsThe event centered on advancing jewelry manufacturing technology will return to Detroit in May 2025.
CrimeNov 19, 2024
Woman Killed in Armed Robbery of Sacramento Jewelry StoreLocal reports identified the woman as the wife of the jewelry store owner.
AuctionsNov 19, 2024
‘A Tsar’s Treasure’ Fetches $2.9M at Sotheby’s Jewelry SaleA collection of pieces owned by Ferdinand I, the first king of modern Bulgaria, and his family, blew away estimates in Geneva last week.
MajorsNov 19, 2024
Trove Opens First US Flagship in NYCThe Australian jewelry box brand’s new West Village store will showcase new jewelers each month through its Designer in Residence program.
CollectionsNov 19, 2024
Snoop Dogg’s New Jewelry Collection Is All About Love“Lovechild” was created in partnership with Carolyn Rafaelian’s Metal Alchemist brand.
EditorsNov 18, 2024
Q&A: Helzberg CEO Brad Hampton on the Jeweler’s RebrandHampton discussed how Helzberg is improving the customer experience and why it was inspired by the company formerly known as Dunkin’ Donuts.
Policies & IssuesNov 18, 2024
Reciprocity Jewels Returns to NYC Jewelry WeekThe group will host several curated events and an exhibition of designer jewelry made with Peruvian gold traceable to the miners’ names.
CollectionsNov 18, 2024
Dolly Parton Shines in Collaboration with Kendra ScottThe collection honors the 50th anniversary of Dolly Parton’s “Love is Like a Butterfly” song, which shares a birth year with Kendra Scott.
Events & AwardsNov 18, 2024
IGI Jewelry Design Competition ReturnsThis year’s theme asks designers to take inspiration from classic fairy tales.
EditorsNov 15, 2024
Why Fine Jewelry Belongs at New York Comic ConSenior Editor Lenore Fedow makes the case for why more jewelers should be appealing to nerds at the annual event.
CollectionsNov 15, 2024
Marie Lichtenberg Battles Counterfeits with New ‘Raiz’in Scapular’ DesignsThe latest “Raiz’in” drop showcases a newly designed “Scapular” necklace and donates a portion of the proceeds to Make-A-Wish France.
WatchesNov 15, 2024
Piece of the Week: Citizen’s Commemorative Pocket WatchNo. 1 out of 100, the timepiece was created to mark Citizen’s 100th anniversary and will be auctioned off at Sotheby’s next month.
Recorded WebinarsNov 15, 2024
Watch: 10 Tips to Keep Your Jewelry Store Secure On the latest episode of “My Next Question,” two experts share best practices for store security during the holidays and year-round.
AuctionsNov 14, 2024
18th-Century Diamond Necklace Sells for Nearly $5M Sotheby’s sold the necklace, which potentially has ties to Marie-Antoinette, for $4.8 million to a woman bidding via phone.
