CrimeFeb 27, 2026
Man Charged in Murders of Father, Son Jewelers in ChicagoChicago police and members of the U.S. Marshals Service tracked down the 35-year-old suspect earlier this week in St. Louis.
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
SourcingFeb 27, 2026
South African Diamond Mine Closes Amid Search for Missing WorkersOwners of the Ekapa Mine reportedly filed for liquidation about a week after a mudslide trapped five workers who have yet to be found.
CollectionsFeb 27, 2026
Renato Cipullo Turns Gold into HardstonesThe “Splendente” collection has evolved to feature hardstone letter pendants, including our Piece of the Week, the onyx “R.”
Brought to you by
Is This You? Every Jeweler Has This Problem; We Have the Solution.Every jeweler faces the same challenge: helping customers protect what they love. Here’s the solution designed for today’s jewelry business.
AuctionsFeb 26, 2026
Noonans to Auction Lady Wardington’s JewelryThe jewelry collection belonged to “one of society's most glamorous and beautiful women of the mid-20th century,” said the auction house.
Weekly QuizFeb 26, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SourcingFeb 26, 2026
Anglo American CEO Gives Insight Into De Beers SaleThe update came as Anglo took its third write-down on the diamond miner and marketer, which lost more than $500 million in 2025.
ColumnistsFeb 26, 2026
Practical Ways Jewelers Can Leverage AI in 2026Emmanuel Raheb discusses the rise of “GEO” and the importance of having well-written, quality content on your website.
Brought to you by
DCA Enters a New Chapter in Jewelry EducationWith refreshed branding, a new website, updated courses, and a pathway for growth, DCA is dedicated to supporting retail staff development.
CrimeFeb 26, 2026
Three Sentenced in California Jewelry HeistEach received around four years for burglarizing a jewelry store and a coffee shop in Simi Valley, California, last May.
Events & AwardsFeb 26, 2026
GIA Names 2026 Jewelry Design Contest Winner, Retires Annual AwardCatherine Aulick, a GIA graduate, received the ninth and final Gianmaria Buccellati Foundation Award for Excellence in Jewelry Design.
TrendsFeb 25, 2026
Engagement Ring Trends 2026: What’s In, and WhyWe asked a jewelry historian, designer, bridal director, and wedding expert what’s trending in engagement rings. Here’s what they said.
SourcingFeb 25, 2026
7 Trends That Could Define the Diamond Industry’s FutureExperts from India weigh in the politics, policies, and market dynamics for diamantaires to monitor in 2026 and beyond.
EditorsFeb 25, 2026
Q&A: Brilliant Earth’s CEO on the New Beverly Hills StoreBeth Gerstein discusses the vibe of the new store, what customers want when fine jewelry shopping today, and the details of “Date Night.”
PodcastsFeb 25, 2026
Episode 2: Jewelry Trends & Does the Red Carpet Matter?Are arm bands poised to make a comeback? Has red-carpet jewelry become boring? Find out on the second episode of the “My Next Question” podcast.
WatchesFeb 25, 2026
Private Equity Firms Write Down Value of Breitling, Report SaysThe Swiss watchmaker is battling declining sales amid a rapid retail expansion, according to a Financial Times report.
CollectionsFeb 25, 2026
Rahaminov Diamonds’ New Campaign Honors Its MatriarchThe campaign celebrates Giustina Pavanello Rahaminov, the co-founder’s wife and matriarch of the family-owned brand, for her 88th birthday.
IndependentsFeb 25, 2026
Borsheims Names 2025 ‘Ike-It’ Award WinnerRachel Bennett, a senior jeweler who has been with Borsheims since 2004, earned the award.
Policies & IssuesFeb 24, 2026
IEEPA Tariffs Terminated, New 10% Tariff Already ImposedAfter the Supreme Court struck down the IEEPA tariffs, President Trump imposed a 10 percent tax on almost all imports via a different law.
IndependentsFeb 24, 2026
Sherry Smith Now Principal Partner at The Retail SmithsThe industry veteran, who was with The Edge Retail Academy for 14 years, joins her husband at the company he founded in 2022.
IndependentsFeb 24, 2026
Yafa Signed Jewels to Open Store in MiamiThe vintage signed jewelry retailer chose Miami due to growing client demand in the city and the greater Latin American region.
WatchesFeb 24, 2026
Chrono24 Names New VP, U.S. General ManagerFormer Flight Club executive Jin Lee will bring his experience from the sneaker world to the pre-owned watch marketplace.
SourcingFeb 23, 2026
Designer Eddie Sakamoto, a Humble Artist, Dies at 72Sakamoto, who died in mid-January following a sudden illness, is remembered for his humility and his masterful, architectural designs.
Events & AwardsFeb 23, 2026
NYCJAOS Announces Four-Day Spring ShowThe April event will feature a new VIP shopping day requiring a special ticket.
TrendsFeb 23, 2026
Dua Lipa Is Bulgari’s New AmbassadorBulgari chose the British-Albanian singer-songwriter for her powerful and enduring voice in contemporary culture, the jeweler said.
Policies & IssuesFeb 20, 2026
Supreme Court Rules Against Most of President Trump’s TariffsIn a 6-3 ruling, the court said the president exceeded his authority when imposing sweeping tariffs under IEEPA.
ColumnistsFeb 20, 2026
Peter Smith: Happiness, Cavemen, and Jewelry SalesSmith encourages salespeople to ask customers questions that elicit the release of oxytocin, the brain’s “feel-good” chemical.
CollectionsFeb 20, 2026
Boucheron’s ‘Faisceaux’ Brooch Heads to V&A MuseumThe brooch, our Piece of the Week, shows the chromatic spectrum through a holographic coating on rock crystal.
