What it means to wear and own fine jewellery is changing. Cool isn’t exactly a word you would associate with the iconic and timeless brand Tiffany & Co, but this is exactly what the crowd were whispering at a recent launch in London.
The fine jewellery company is paving the way towards a fresher more approachable mindset. Wearability is as important as luxury with Tiffany's new Paper Flowers collection. In the words of chief artistic officer Reed Krakoff, “Paper Flowers is about stripping away all of the rules associated with fine jewellery.”
Krakoff's first jewellery collection for Tiffany & Co includes both high and fine jewellery, inspired by the idea of abstract flower petals cut from paper. The juxtaposition of organic shapes with a modern, bold aesthetic is at the heart of this exquisite collection. It offers a perfect balance between refined femininity and industrial modernity.
Everything from pendants, earrings, bracelets and rings were showcased at the launch. The glittering accessories were lightweight but impressively detailed and ornate. “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,” Krakoff explains. Paper Flowers highlights everything that Tiffany & Co is known for; a rich design heritage and unparalleled craftsmanship are very much apparent in the jewellery.
Although the collection is part of a new wave of modernity for the Tiffany brand, part of the magic is its nostalgic homage to the brand's origins. Hollywood starlet Elle Fanning, who became a Tiffany brand ambassador in 2016, represents the new-age Holly Golightly played by Audrey Hepburn in the famous movie Breakfast at Tiffany’s. Something that is familiar feels new all over again.
During the launch, which took place at Lindley Hall, a Royal Horticultural venue in London, guests were treated to the Paper Flowers campaign video, infectiously titled “Believe In Dreams.” The film features a vamped up version of Moon River, performed by talented Fanning with lyrics by rapper A$AP Ferg. Fanning mimics the classic opening scene of Breakfast at Tiffany’s, only to break out into dance moments later.
The Paper Flowers collection exudes this feeling. In this modern age, we are seeing a revival of the classic. Tiffany understands the value of its history; it’s celebrating the ‘loves’ that are so closely linked to the brand. One can imagine little paper petals floating in the wind outside the famous New York store and being pinned together for Holly Golightly herself.