Tiffany and Co. Spring 2018

Tiffany and Co. Reveals Spring 2018 Campaign for Paper Flowers Collection

The Tiffany and Co. Spring 2018 campaign reveal for the Paper Flowers collection was celebrated in a big way! Inspired by the belief that luxury doesn’t always have to be formal, Tiffany remixed their original version of “Moon River” from the film Breakfast at Tiffany’s with hip-hop artist A$AP Ferg and Elle Fanning, bringing an upbeat hip hop vision to their luxurious world. Not only did they reveal their campaign but also brought it to life at the launch party on May 3rd.

The newest campaign, “Believe in Dreams,” stars Elle Fanning and resembles the famous opening scene of Breakfast at Tiffany’s  – where Holly Golightly is looking into the Tiffany window display – but the new one explores a fun, bright, and young Tiffany Blue world full of singing, dancing, and BMXing. A$AP told reporters, “We painted the town Tiffany blue! I love it. It’s young, it’s creative, it’s basically bridging the gap between the older prestigious people who love the brand and their kids.” It’s almost as if Elle was Holly’s daughter discovering Tiffany in a whole new experience. It showcases an interesting transition of the Tiffany brand we knew then to the modern one we know today.

The brand brought their vision to life at the launch party with a live performance by A$AP Ferg on stage in front of a graffitied #TiffanyBlue wall above the stores entrance. The fifth floor on Fifth Avenue was transformed into the streets of NYC, adorned with tiffany blue paint, paper flowers, a graffitied subway car, a newsstand stocked with print Tiffany newspapers, and a taxi car blooming with flowers. These photo shoot-ready displays were a big hit with special guests Michelle Williams, Zendaya, Yara Shahidi, Greta GerwigAva Phillippe, Hailey Baldwin, and Kendall Jenner, who all made an appearance.

During a behind the scenes look of the “Believe in Dreams” campaign, Elle and A$AP talk about their collaboration and completely transforming the song into a new one. Elle gushes that, “Ferg is so cool! His personality feels real and fun.” While A$AP says, “Elle Fanning is so talented, beautiful spirit, beautiful person, she made the song so dope.” The two vocals combined gave the song a younger, fresh, and modern take on the original song inviting younger generations to want to shop the brand.

 

View the Tiffany and Co. Spring 2018 campaign video in the player below.

More from the brand.
More exciting new launches.
Lead image: Maddie Ziegler for Tiffany and Co. Spring 2018

25

More from Richard