For Tiffany & Co., the little blue box love story extends beyond the traditional husband and wife duo. Following its “Will You?” ad earlier this year, which featured a same-sex couple, the brand is going the unconventional route once again with its fall 2015 ad campaign. This time around, family ties and friendship are highlighted, with images featuring sisters Dree and Langley Fox Hemingway, Doutzen Kroes and son Phyllon, and model friends Crista Cober and Imaan Hammam. Tiffany’s chief marketing officer, Caroline Naggiar, said that casting stemmed from the idea of “unique combinations.”

“The Hemingway sisters are both beautiful, but very different and have a wonderful energy among them,” she said. “[Then], Doutzen is so aristocratic and beautiful but is completely disarmed by this little creature. So, there were all these wonderful moments of intimacy, making it a really joyful shoot.”

The images feature three newly redesigned jewelry collections: Tiffany Victoria, Tiffany Bow and Tiffany Infinity, all updated by design director Francesca Amfitheatrof. The campaign was shot by Mario Sorrenti, and done in black and white, save for a small touch of Tiffany blue. “This is very rich black and white with a lot of tone in it, and gives us a chance to highlight the subtle color of the jewelry itself against a monochromatic background,” Naggiar said.

Styled by Tabitha Simmons, the campaign was created in partnership with Tiffany’s ad agency, Ogilvy & Mather, and will debut in September books. In conjunction with the ads, Tiffany & Co. will release short films featuring behind-the-scenes footage from the campaign shoot, adding to the “genuine emotion” mentality behind the campaign.“There were so many precious moments that were very subtle, like Doutzen’s little one scurrying under her skirt — an extremely expensive couture gown — during the shoot,” said Naggiar. “And the Hemingway sisters just kept themselves laughing throughout the shoot. The video was a chance for us to show all these little connections.”

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