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Tiffany & Co.

'Not Your Mother's Tiffany' Fall 2021 Ad Campaign

Review of Tiffany & Co. ‘Not Your Mother’s Tiffany’ Fall 2021 Ad Campaign by Creative Director Ruba Abu-Nimah and Photographer Sharif Hamza with models Anisa Dagher and Valerie Scherzinger

Tiffany & Co. seeks to shed its image of maternal wealth with a stripped-back new Fall 2021 campaign. “Not Your Mother’s Tiffany” features creative direction from Ruba Abu-Nimah and photography by Sharif Hamza.

With minimalist studio portraiture and styling composed of denim, T-shirts, and tank tops, the campaign imagery is more along the lines of what we would expect from Gap or Calvin Klein than the famously fancy, almost-two-centuries old jewelry powerhouse.

The new aesthetic comes as part of a recent re-branding effort after the company was purchased by LVMH. The tagline “Not Your Mother’s Tiffany” may feel a bit condescending, but it’s a powerful summation of the new brand identity.

Despite its straightforwardness, this campaign may be the strongest effort we’ve seen from the house yet in terms of creating a new image that – like LVMH’s other brands – is more accessible, creative, and storytelling-focused.

With a simple focus on natural beauty, versatility, and youthful expression, the campaign is a strikingly effective way to make us totally rethink our perceptions of what Tiffany is, how it can be styled, and who can wear it.

Creative Director | Ruba Abu-Nimah
Photographer | Sharif Hamza
Models | Anisa Dagher and Valerie Scherzinger 
Stylist | Yashua Simmons
Hair | Akki Shirakawa 
Makeup | Grace Ahn
Casting Director | Samuel Ellis Scheinman