Meet the team behind the all-American jeweller’s megawatt reinvention
– to work on collaborations that would popularise the suitcase. He and Ledru are betting on a similar strategy for the far larger and more famous Tiffany brand. Over the past 15 months, the pair have embarked on a rapid and daring communications strategy that has ruffled feathers in the conservative luxury sector – a move designed to make Tiffany cooler to 16-year-old girls .
Kwaidan Editions leather jacket, $2,949, ssense.com. Hanro wool/silk rollneck , £109. Tiffany & Co High Jewellery platinum and diamond earrings © Daniel KingBeyoncé as a modern-day Audrey Hepburn Dior silk and wool dress, £1,800. Khaite silk Kita rollneck, $680. Tiffany & Co transformable platinum and diamond ring and transformable platinum and diamond earrings, part of the 2022 Blue Book Collection © Daniel King
Hanro wool/silk rollneck, £109. Louis Vuitton lurex tweed skirt, $2,080. The Row leather Mini Envelope bag, $550, and leather Multi-Card case, $650. Tiffany & Co High Jewellery platinum and diamond bracelet and earring © Daniel King Flashy campaigns, collaborations with hip-hop stars and streetwear labels, a push toward higher-end products and stores – it’s a playbook LVMH has run, successfully, at its two highest-revenue brands, Louis Vuitton and Dior. Indeed, many of those who have worked with Tiffany in the past 15 months – Jay-Z, Pharrell, Supreme, Marino – have already lent their names to projects across LVMH. What is remarkable about the Tiffany transformation is not so much its novelty as its ambition and speed.
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