SurveysApr 03, 2025
2025 Retail Sales to Grow More Slowly Amid ‘Uncertainty,’ Says NRFThe National Retail Federation expects retail sales growth to return to pre-pandemic levels as consumers continue to face inflation.
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.
Editors' Picks
Sponsored by
More on Majors
The Latest
TrendsApr 03, 2025
Tallulah Willis Imbues Antique Engagement Ring With MagicThe 4-carat, old mine brilliant-cut diamond engagement ring was co-designed by Willis and New York City-based brand Karina Noel.
SourcingApr 03, 2025
Canadian Mine Produces 158-Carat Yellow Diamond Rio Tinto unearthed the diamond at its Diavik mine in Canada’s Northwest Territories.
Brought to you by
The Heart of the Industry: Giving Bench Jewelers the Recognition They DeserveBench jewelers spend years honing their skills, Jewelers of America’s Certification validates their talents.
CollectionsApr 03, 2025
Buccellati to Open Immersive Exhibition in MilanThe multisensory experience, open April 8-13, will feature the brand’s silver creations among dream-like scenes of natural landscapes.
Weekly QuizApr 03, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Policies & IssuesApr 03, 2025
Jewelers of America to Hold Webinar on TariffsThe virtual event will take place April 7 at 3 p.m.
CollectionsApr 02, 2025
Bea Bongiasca’s ‘Tarallo’ Collection Expansion Is a ZooThe pieces in “Animali Tarallo” portray animals from stingrays to elephants through portraits and interpretations of their patterns.
Brought to you by
Natural Diamonds Should Mean MoreNatural diamonds mean more than lab-grown, but when every cut is ideal, they all look the same. Customers want more—Facets of Fire delivers.
SourcingApr 02, 2025
Winston’s Collection of Natural Color Diamonds Now on Display in D.C. Ronald Winston, son of Harry Winston, donated the diamonds to the Smithsonian National Museum of Natural History in Washington, D.C.
Events & AwardsApr 02, 2025
Punchmark to Host Client WorkshopThe educational event will take place in Charlotte, North Carolina, this May.
IndependentsApr 01, 2025
Bergman Jewelers in Omaha Closing After 137 YearsThe independent jeweler first opened its doors in 1888.
Events & AwardsApr 01, 2025
U.S. Antique Shows Adds Fall Show in FloridaThe debut event will take place in Miami’s Coconut Grove neighborhood this fall.
Events & AwardsApr 01, 2025
TJS to Host Discussion on Jewelry Industry’s Labor ShortageThe roundtable will take place May 17 ahead of the trade show’s welcome dinner.
CollectionsApr 01, 2025
Monica Rich Kosann Says ‘Good Grief’ in Peanuts Jewelry CollectionThe “Peanuts x Monica Rich Kosann” collection features the comic strip’s classic vocabulary across 10 bracelet designs.
Recorded WebinarsMar 31, 2025
Watch: What Do We Mean When We Say ‘Recycled’ Gold?Three industry experts dive into the complexities of the material often marketed as an “ethical” alternative for metal in jewelry.
TrendsMar 31, 2025
Amanda’s Style File: Dripping in DiamondsDiamonds are not only one of the most prominent gemstones, but the birthstone for those born in April.
MajorsMar 31, 2025
Lashbrook Expands Into Luxury Golf Gifts With AcquisitionThe Utah-based company known for making wedding bands has acquired Doubloon Golf.
WatchesMar 31, 2025
Bulgari CEO Jean-Christophe Babin Will Also Head LVMH WatchesThe longtime luxury executive led one of LVMH’s watch brands, TAG Heuer, for 12 years before taking over Bulgari in 2013.
CrimeMar 28, 2025
2 Suspects Arrested in $1.7M Smash-and-Grab Robbery of NY Jewelry StoreAuthorities said the robbers fled with jewelry and 70 Rolex watches, later taking pictures of themselves posing with big stacks of cash.
SourcingMar 28, 2025
19th-Century Jade Book Now Available in EnglishLotus Gemology founder Richard W. Hughes has translated Heinrich Fischer’s 1880 book “Nephrit und Jadeit” from its original German.
CollectionsMar 28, 2025
Piece of the Week: Löf’s ‘The Valentine’ RingThe ring's design features contrasting lines influenced by work from architecture-inspired photographer Nikola Olic.
SurveysMar 27, 2025
Consumer Confidence Falls in March Amid ‘Gloomy’ OutlookThe Conference Board’s index fell as consumers continued to worry about the impact of tariffs, the labor market, and the price of eggs.
AuctionsMar 27, 2025
300-Year-Old Ring Linked to Witch Trial Judge Goes Unsold at Auction However, two medieval jewels surpassed estimates at Noonans Mayfair’s recent jewelry auction in London.
WatchesMar 27, 2025
Austin Butler Joins Breitling as Brand AmbassadorThe Oscar-nominated actor debuted in the campaign for the new “Top Time B31” collection, which introduced Breitling’s Caliber B31.
SourcingMar 27, 2025
Susan Jacques, Gaetano Cavalieri to Headline 2025 ICA Congress The Congress is scheduled to take place May 19-22 in Brasilia, Brazil.
IndependentsMar 26, 2025
Bailey’s Fine Jewelry Acquires Fellow NC Independent JewelerThe family-owned retailer is the new owner of Morrison Smith Jewelers in Charlotte, North Carolina.
WatchesMar 26, 2025
Bulova Celebrates 150th Anniversary With Art Deco WatchesThe “150 Art Deco” collection features a Miss America timepiece and a pocket watch from the brand’s Archive Series.
