Low key, casual. Tiffany & Co. has launched its latest collection in polished platinum with diamonds – Reed Krakoff’s very first collection as the brand’s Chief Artistic Officer.
Krakoff took over design director Francesca Amfitheatrof in February last year. The former Coach creative director, who shot the American label popularity worldwide over 17 years, was tasked to add his magic touch and lead Tiffany’s new direction: Refresh the 181-year-old brand and target the burgeoning younger demographic.
And Krakoff had big shoes to fill.
Interpreting naturalist elements with a youthful lens, Krakoff’s debut Tiffany Paper Flowers launch is a hit. He introduced new aesthetics into Tiffany’s stable; these contemporary designs still maintain the essence of the brand while injecting freshness.
Don’t believe us? Just take a look at the campaign video titled Believe In Dreams, starring Elle Fanning. The American actress even lends her voice as she sings alongside hip-hop artist A$AP Ferg (while playfully flashing the Paper Flowers rings).
Video: Tiffany & Co.
So what does this range actually entail?
“Paper Flowers is about stripping away all the rules associated with fine jewellery,” Krakoff explains.
The namesake explains the style to the T, flowers cut from paper are the basis of this collection.
Platinum.the main metal used, imparts an air of sophistication and timelessness, while bee motifs are judiciously used to impart life and naturalism.
The pièce de résistance? A diamond bib necklace adorned with over 68 carats of pear and round-shaped diamonds.
Photo: Tiffany & Co.
Tiffany’s attention to details are definitely reflected in their prices. While the collection is priced in the thousands, we reckon that these pieces will become classic designs in time to come.
We’re hoping that Tiffany would eventually release new designs with different metals and gemstones but for now, we are content with our top picks below.