Tiffany & Co.'s New Ads Are Embracing 'Cool'—and It's Totally Working

It's not what we were expecting from the iconic brand, but we're into it.
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Courtesy of Tiffany & Co.

Tiffany & Co. may be one of the most iconic, instantly recognizable jewelry brands in the U.S., but its fall 2017 campaign might make you do a double take. (Save for its signature blue shade, which, of course, makes an appearance.)

Its latest advertisements come in the form of a photo series entitled "There's Only One." The collection of close-up portraits are meant to build on the brand's exploration of the idea of self-expression, which it first touched on in its HardWear campaign starring Lady Gaga from earlier this year. "Tiffany has always stood for the ideals of creativity, passion, and optimism," Reed Krakoff, the brand's recently appointed chief artistic officer, said in a statement. "These portraits epitomize individuality, embracing the natural beauty and unique style of each talent."

The jeweler assembled a surprising, diverse, cool cast to headline "There's Only One," with recognizable faces from all different backgrounds posing for industry-favorite photography duo Inez & Vinoodh in their Tiffany & Co. best: Elle Fanning, Zöe Kravitz, Janelle Monáe, Annie Clark (a.k.a. St. Vincent), Cameron Russell, and David Hallberg. The images are intimate not only because of how they're framed but also because they communicate something about the personality of the person being photographed. "[Inez & Vinoodh] are very encouraging," Kravitz told W. "They want it to feel natural. I also love watching the way they work with each other."

Courtesy of Tiffany & Co.

This is the first large-scale visual campaign under Krakoff. (He took over creative leadership of Tiffany & Co. back in February.) His hiring was the latest chapter in the struggling jewelry brand's years-long effort to rebrand itself to a millennial consumer, which included the aforementioned Lady Gaga series, which was creative directed by none other than Grace Coddington. Krakoff is expected to reveal his first home and accessories collections for the brand this fall, with jewelry coming in early 2018, according to WWD. And if this photo series is any indication of where he's taking the brand, we're very excited about this legitimately cool, personal direction.

See the "There's Only One" campaign, below.

Courtesy of Tiffany & Co.
Courtesy of Tiffany & Co.
Courtesy of Tiffany & Co.