Reed Krakoff’s First Jewelry Collection for Tiffany & Co Will Have You Dreaming
Tiffany & Co., Chief Artistic Officer Reed Krakoff with CEO, Alessandro Bogliolo
When news broke of Reed Krakoff’s appointment to chief artistic officer at Tiffany & Co, there was a sense of curious excitement. Reed was best known as the mastermind behind Coach’s iconography, turning the leather wear brand into a multi-billion dollar power house; thus, his transition to apparel and leather accessories, to diamonds and fine jewelry was an unexpected turn—but that’s how fashion likes it.
Specifically, Reed’s task at the helm is to revive the allure of Tiffany & Co.’s star power, particularly to the younger generation. This season, after much anticipation, Reed Krakoff’s “Paper Flowers” collection finally launches, along with its musical campaign, “Believe In Dreams”, which starred Elle Fanning frolicking in an urban daydream as rapper A$AP Ferg sang his rendition of “Moon River”. The launch was celebrated with much fanfare at the 5th Avenue flagship store, where stars in attendance included Naomi Campbell, Zendaya, Kendall Jenner, Sarah Paulson, Hailey Baldwin, Doutzen Kroes and more.
Celebration At The 5th Avenue Flagship Store
“Paper Flowers is about stripping away all of the rules associated with fine jewelry,” said Reed. “Luxury shouldn’t always mean formality, so we used precious stones and the finest materials, but in a way that you can live with every day.”
Could this finally be the revitalization that Tiffany & Co. needs? We’ll let the collection speak for itself:
Photos are courtesy of Rustan’s