Cover Lock Bracelet (Photo: Courtesy of Tiffany & Co)
Lock Bracelet (Photo: Courtesy of Tiffany & Co)
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Tiffany & Co celebrates love, heritage, and artistry in a series of gorgeous films and still photographs, paying special tribute to a longstanding part of its legacy
Who wouldn’t long for a day in the shoes of Audrey Hepburn’s Holly Golightly, pulling up to the Tiffany & Co flagship in New York to behold its proud and glamorous vitrines, morning coffee and pastry in hand? While the opening scene of Breakfast at Tiffany’s (1961) is iconic in its own right, it has also immortalised the “Tiffany window” as a world-famous attraction and tradition of the House.
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Often whimsical and elaborate with a flair for theatrics, these store displays have always been akin to public galleries—they delighted, astonished and ignited a longing in all who walked past. The legendary artist Gene Moore elevated them to become a cultural phenomenon attracting millions of visitors annually. The pioneering designs of the jeweller in 1955 were famously surreal, topical and occasionally outrageous, presenting Tiffany’s sparkling diamonds in stories worth stopping for. “When someone looks into a Tiffany window,” he once said, “I want them to do a double—even a triple—take.” During his 39 years at the company, he would go on to design over 5,000 displays.
Above 'Harlequin Forks' by Gene Moore, Sept 1961 (Photo: Courtesy of Tiffany & Co)
Above 'Chained Hearts' by Gene Moore, February 1961 (Photo: Courtesy of Tiffany & Co)
'Harlequin Forks' by Gene Moore, Sept 1961 (Photo: Courtesy of Tiffany & Co)
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Tiffany & Co pays a dazzling tribute to this legacy in With Love, Since 1837, a recent campaign captured by photographer and director Dan Tobin Smith. In a series of modernised vitrines inspired by Moore, the House reveals the untold origin stories behind its most definitive collections: the Lock, T, Knot, HardWear, Sixteen Stone, and Tiffany® Setting. The Lock, for instance, finds its roots in an 1883 brooch, while the HardWear collection’s pure, bold forms reference a bracelet from 1962.
Shot in London, the newly unveiled campaign infuses such pieces of heritage into a larger-than-life backdrop, put together by Smith and award-winning set designer Rachel Thomas. Rather than relying on postproduction, they opted to create tangible clouds using animated projections, dramatic lighting, and smoke produced on set. A range of miniature to oversized scale models appear in each intricate composition, flowing together through shifts in perspective and physical illusions.
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Above Sixteen Stone Ring (Photo: Courtesy of Tiffany & Co)
Above Knot Bracelet (Photo: Courtesy of Tiffany & Co)
Sixteen Stone Ring (Photo: Courtesy of Tiffany & Co)
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Above Tiffany Setting Ring (Photo: Courtesy of Tiffany & Co)
Above Tiffany Setting Ring (Photo: Courtesy of Tiffany & Co)
Tiffany Setting Ring (Photo: Courtesy of Tiffany & Co)
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In his designs, Moore notably placed Tiffany & Co’s gorgeous jewels with various unexpected, everyday objects and materials—and that is precisely what With Love, Since 1837 celebrates and achieves. With the added touch of Smith’s sculptural style, which focuses on scale and shifting perspectives, the resulting films and photographs encapsulate the iconic jeweller’s illustrious heritage in an arresting, contemporary light.
Through such imaginative storytelling, Tiffany & Co underscores its storied commitment to bespoke craftsmanship and creative excellence. Now out for the whole world to see, the With Love, Since 1837 campaign is an enthralling step into Tiffany’s storied and fantastical world.
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Trained as a student journalist, Mac’s knack for writing was a serendipitous discovery. Years later and she can’t imagine doing anything else. When she isn’t typing away on a story, she revels in being lost in a new city, revisiting a cosy film or sitcom, and idling away with her dogs.
