Talk about 360 thinking! For this seasons Tiffany & Co. refresh by new Chief Artist Officer Reed Krakoff and Laird + Partners, the house went straight to the source material of the 1961 classic film, Breakfast at Tiffany’s and modernized it complete with a campaign, a short film, and their very own song available now on Spotify. Couple that with an instagram countdown to relaunch and we have lift-off.
The campaign film opens with American actress Elle Fanning appearing in black and white as she peers into the Fifth Avenue flagship windows while “Moon River,” softly plays at the soundtrack. Taking a cue from another classic that starts in black and white and proceeds with a trip down a yellow brink road, Fanning’s reality transforms into technicolor with Tiffany blue flooding the streets of New York as the soundtrack unveils a reimagined “Moon River,” featuring Fanning’s vocals with original lyrics by New York City hip hop artist A$AP Ferg. The campaign marks the first time Tiffany & Co. has ever created a song, which launched is now available to stream on the Spotify and the Tiffany & Co. website.
Director Francis Lawrence, of Hunger Games fame, then proceeds to convert New York City into a magical backdrop with non-stop energy, embodied by Ryan Heffington’s choreography spotlighting Maddie Ziegler and Fanning alongside a dance cast.
“We wanted to take a fresh approach to the campaign, juxtaposing something visually extraordinary with a song that is a nostalgic nod to the past combined with something wholly unexpected and of the moment,” said Krakoff.
“For the song collaboration, we loved that A$AP Ferg shared our New York City roots, with a dynamic sense of style and wit, and Elle Fanning is a longtime friend of the house whose musical talent we were delighted to help showcase,” Ashley Barrett, vice president global public relations for Tiffany & Co., said in a press release. “Spotify is an ideal partner to release our track, as they share our passion for artistry and innovation and serve as a destination for music fans everywhere.”
“I come from Harlem, which is a long way from the famous Tiffany flagship on Fifth Avenue,” said A$AP Ferg. “But because I went to the High School of Art and Design in Midtown, I’d have to walk past the Tiffany store every single day on my way home. It was just years and years of me walking past Tiffany, never dreaming one day my face, my voice and my lyrics would be part of their story. That’s a real dream, in real life.”
That dream is further translated into an artisanal black and white print campaign lensed by Cass Bird. Tiffany blue gaffers tape is graphically juxtaposed with Krakoff’s delicate collection playing a high low game in the best of ways. The creaming hoodie image complete with a mini tiara is an instant classic and conveys our excitement at the new direction for the house which is while respecting its heritage is creating new heritage to build off of.
Tiffany & Co. Creative Director | Reed Krakoff
Agency | Laird + Partners
Creative Director | Trey Laird
Director | Francis Lawrence
Photographer | Cass Bird
Talent | Elle Fanning, Maddie Ziegler
Stylist | Alex White
Casting | Stefanie Stein
Song | Moon River, remastered by A$AP Ferg, with additional vocals by Elle Fanning