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American jeweler Tiffany & Co. has unveiled its new campaign, which is about love, friendship, joy and strength.
The prestigious New York jeweler Tiffany & Co. recently acquired by LVMH after a tumultuous union, presented its new collection, Tiffany T. The high jewelry house, which recently said goodbye to its legendary designer Elsa Peretti, unveiled its latest line through four presentation videos.
Tiffany & Co. presents its campaign around four 15-second videos, dedicated to emotion or experience that everyone can easily identify with. The luxury jeweler invites its customers to open up to each of these four themes, and on the Tiffany website, the collection is described as follows: “expertly crafted with graphic angles and clean lines, Tiffany T represents a connection in all its forms”.
“The close-ups on the faces give the viewer the opportunity to “get up close and personal” with the model, as if looking intimately into her soul,” said Thomaï Serdari, director of the Fashion and Luxury MBA and professor at NYU Stern in New York, about the campaign. “And that’s exactly what the models do: They reveal their thoughts and souls and how they feel about joy, friendship, love and strength.”
“Each of these four experiences can be commemorated and symbolized in the jeweler’s collection,” she added. “In essence, each piece can become the basis for a much larger personal collection, the combination of which remains unique and specific to each wearer.”
The four mini-films in the campaign are shot on a movie set, separated by acts, and dressed in the brand’s iconic blue Robin egg blue background. They feature models Saskia de Brauw, Sara Grace Wallerstedt, Ugbad Abdi and Phoebe Tonkin, dressed in Tiffany & Co. jewelry.
The first film, titled “Find Friendship with Tiffany T” is dedicated to the search for friendship, and begins with the presentation of two square Tiffany T diamond pavé bracelets in 18K rose gold and 18K gold, priced at $13,500 each.
Voiceovers overlay the images and express their vision of friendship: “friendships are like waves that push and pull,” says one woman. “They are instinctive, open-minded like you feel very comfortable,” adds another.
The second video is titled “Find Love with Tiffany T True” and is about finding love. The video opens with two new rings from the collection. The first ring is an 8mm 18K gold ring, listed at $2,500 and the other ring is an 18K rose gold ring with round diamonds, at $6,200.
As with the first video, women’s voices define love in a mesmerizing way: “Love is the thing that connects us all,” “I love being in love. Love is passion, the feeling of nervous excitement”.
The third film is called “Find Strength with Tiffany T1” and celebrates the strength and the search for it. “For me, being strong is having patience in difficult times,” says one woman. “For me, being strong is standing up for myself,” replies another.
The fourth video is called “Find Joy with Tiffany T Smile” and is about finding joy. The video opens with a shot of Tiffany‘s newest T Smile pendant in rose gold, priced at $925. The camera then focuses on other necklaces in the collection, such as the Tiffany T extra-large smile pendant in 18-karat white gold with diamonds, selling for $8,500.
“I think there are a lot of things that make me smile,” one woman begins. She then lists pasta, flowers, and animals as some of the things that bring her joy.
So, in its new campaign, Tiffany & Co. goes in search of friendship, love, strength, and joy. The fine jewelry house, founded in 1837 by Charles Lewis Tiffany, continues to inspire many generations of customers and clients and reminds us of the importance of these values at this crucial time.
“Tiffany & Co. has created a dynamic catalog, which encourages viewers to replay the content multiple times, and the subliminal cues will motivate additional product desire,” concludes Dalia Strum, founder of Rethink Connect and a professor at the Fashion Institute of Technology in New York. “There is also an element of the collection that is styled on different consumer profiles as additional points of inspiration.”
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