This story first appeared in the October 5, 2016 issue of WWD. Subscribe Today.
“The Neon Demon” actress is featured in the campaign, titled “Make the World Sparkle,” wearing an assortment of diamond rings, necklaces and bracelets from the brand’s Soleste, Victoria and Tiffany T collections.
It is understood that the campaign’s print component will only feature Tiffany products.
Tiffany creative partner Grace Coddington, who stirred headlines in collaborating on the brand’s fall campaign — her first major commercial project after leaving Vogue — did not work on the company’s holiday campaign.
Fanning appears to be a strategic choice of spokesmodel for Tiffany — a firm that for the last few years has been looking to elevate its brand cachet and generate buzz.
That push, overseen by chief executive officer Frédéric Cumenal and design director Francesca Amfitheatrof, has led to the appointment of Reed Krakoff as a contributing designer for home and accessories and a retail tie-up with Dover Street Market.
Last week, Tiffany and Net-a-porter announced a second “phase” of their online retailing partnership — including items priced at up to $21,000 for a diamond tennis bracelet. The luxury e-commerce site remains as Tiffany’s sole global wholesale partner.
On the lower end of the market, the brand has redesigned its “Return to Tiffany” collection in an effort to recapture a teen audience — an age group that had flocked to the line’s previous iteration in the late Nineties. In recent months, the brand has dispatched Snapchat filters to promote the range.