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As far as fashion statements go, it’s fair to say 2017 has been the year of the socio-political slogan. We’ve had pro-feminist designer tee shirts on high fashion runways, with mantra-based sequined jumpers and anti-fur designer monikers on high fashion runways
Now the latest project for luxury jewellery Tiffany & Co. speaks a softer, but equally powerful message, delivered by six famous creatives who are between them equal parts cool, clever, beautiful and brave. (And who wouldn’t want to emulate that?)
Called There’s Only One, the Autumn/Winter 2017 campaign links a series of images and one short video clip, and celebrates the beauty in being one-of-a-kind or, in the brand’s own words, “the power of individuality and self-expression”. In a subtle twist, the jewellery – some of it even customised with paint-dips, initials and cute personalised engraving – reflects the overall ‘mine is unique’ mantra too.
The release comes just months after megastar and self-love proponent Lady Gaga was announced face of the brand’s street-vibe HardWear collection, starring on numerous billboards, bus shelters and print ads galore Australia- and worldwide in an elegant up-do and suitably edgy bling.
Actress Elle Fanning behind the scenes
Fanning wears multiple Tiffany Keys custom strung on a necklace in the campaign Credit: Inez & Vinoodh
Actors Zoe Kravitz, Janelle Monae and Elle Fanning appear, as do musician Annie Clark (aka St Vincent), supermodel and activist Cameron Russell, and Bolshoi and American Ballet principle dancer David Hallberg.
All were chosen, according to new design boss Reed Krakoff, because they embody the same “creativity, passion and optimism” as the 180-year-old New York-based brand, with each portrait and jewellery combination designed to capture the essence of the celebrity.
Indie rock musician Annie Clark (aka St Vincent) behind the scenes
St Vincent wears the Tiffany Victoria layered diamond necklace under a scarf and initialled bracelet for the campaignCredit: Inez & Vinoodh
But while the campaign shots – snapped by fashion photo duo Inez & Vinoodh – are deliciously striking, it’s their behind-the-scenes video (shown below) featuring brief interviews that really drives home the ‘be yourself’ message.
“Elegance – I think it represents class,” says a tattooed, pixie-cropped Kravitz of what the name Tiffany & Co. means to her. “It’s an amazing thing to see a brand that can stick around for such a long time. It just becomes a classic.” It appears, given the career and style wins she’s clocked up of late, one could say something similar of the Kravitz brand too.
Actress Zoe Kravitz behind the scenes
Kravitz wears the latest Tiffany HardWear designs and paint-dip effect Return to Tiffany pendant in the campaign Credit: Inez & Vinoodh
Watch the short behind the scenes video here:
International ballet star David Hallberg behind the scenes
Hallberg wears the spectacular Schlumberger Bird on a Rock clip and a signature blue-faced watch Credit: Inez & Vinoodh
Supermodel and activist Cameron Russell behind the scenes
Russell wears a tower of Tiffany T Two rings, bracelets and Elsa Peretti Diamonds by the Yard in the campaign Credit: Inez & Vinoodh
Oscar-nominated actress Janelle Monae behind the scenes
Monae wears a customised Return to Tiffany classic heart pendant and stacked HardWear rings, plus one fierce manicure Credit: Inez & Vinoodh
Fanning appears in three different ad iterations, all with very different takes on her own personality Credit: Inez & Vinoodh
Like Kravitz, Fanning (here sporting high-end hair jewels) is the only person to appear in more than one ad Credit: Inez & Vinoodh
Similarly, Kravitz’s second ad shows a fresh side of her personality, along with her tattoos and different jewels Credit: Inez & Vinoodh
