Tiffany & Co. 'This is Tiffany' 2023 Ad Campaign Review

Review of Tiffany & Co. ‘This is Tiffany’ 2023 Ad Campaign by Photographers Craig McDean and Hyeawon Kang with talent Jimin, Zoë Kravitz, and Gal Gadot

Tiffany & Co. strikes K-Pop gold with its new Spring 2023 that unveils global icon Jimin of BTS as its latest brand ambassador. The campaign was shot by photographers Craig McDean and Hyeawon Kang.

Along with Jimin, returning brand ambassadors Zoë Kravitz and Gal Gadot sit for the campaign’s minimal and elegant portraits, which make use of a crisp visual and styling aesthetic to subtly support the character of the jewelry designs and the personalities of the stars.

The accompanying short videos put these portraits in motion while introducing a more playful and free-spirited side, emphasizing the joyfulness and versatility of cultivating a strong personal style.

The past couple years has seen Tiffany make a strong effort to shake off its stuffy, old-money heritage and appeal to a younger and more culturally conscious audience by allying itself with the new faces of contemporary fashion. With this trajectory it was inevitable that the brand would do what everyone is doing and capitalize on the K-Pop craze, but even so, Jimin – who is one the biggest stars in the biz – is an especially big get as a brand ambassador.