Tiffany & Co are taking on a new direction with the introduction of Elle Fanning as the face of their 2018 brand campaign.
The Maison took over New York to celebrate their bold new step with yellow cabs and subway stations getting a Tiffany’ blue makeover as well as a star-studded party with the likes of Naomi Campbell, Michelle Williams and Kendall Jenner.
Recently appointed chief artistic officer Reed Krakoff wanted to capture the spirit of the buzzing city and appeal to a new generation. The campaign images show a smiling Fanning in one shot, while in another she is dressed in a hooded jumper with a mini crown decorating her messy hair.
The campaign video is a modern spin on Breakfast at Tiffany’s which was filmed outside the iconic 5th Avenue flagship store. Fanning is seen with a cup of coffee in hand as she daydreams about the jewellery world with plenty of dancing to ‘Moon River’, which also features her singing and A$AP Ferg’s rapping. The campaign marks the first time Tiffany & Co. has ever created a song, which is available for streaming exclusively on Spotify.
“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,” said Reed Krakoff, chief artistic officer, Tiffany & Co.
Hunger Games director, Francis Lawrence, best known for creating some of pop culture’s most iconic music videos and films, directed the Believe in Dreams campaign film which you can watch in full below.