The necklace is featured in the brand’s “Rebel Heart” campaign starring Adam Levine and Behati Prinsloo.
‘Breakfast at Tiffany’s’ Opening Scene Reimagined for 2018
Tiffany & Co. tapped two young talents to reimagine it for its “Believe in Dreams” marketing campaign film.
New York—Tiffany & Co. has taken the iconic opening scene from the film that shares its name and given it a modern touch for its latest marketing campaign.
The film for the retailer’s “Believe in Dreams” spring campaign opens with actress Elle Fanning approaching the Tiffany flagship store on Fifth Avenue in a black and white scene as she peers into the windows--a nod to the opening scene in “Breakfast at Tiffany’s” where Audrey Hepburn does the same.
Fanning wears a petite tiara just like Holly Golightly did. “Moon River” is playing in the background, but this version features Fanning’s vocals.
That’s about where the similarities end.
Rather than the iconic black Givenchy dress and pearls Hepburn wears, Fanning is in denim and a hoody.
Then the soothing tune becomes a reimagined version of “Moon River,” featuring original lyrics by New York City native and hip hop artist A$AP Ferg, and suddenly the world around Fanning turns colorful, featuring, very prominently, that specific shade of Tiffany blue.
New York comes to life as Fanning, actress and dancer Maddie Ziegler, and a cast of dancers and characters move around the city.
WATCH: Tiffany & Co.’s new “Believe in Dreams” campaign film
Director Francis Lawrence—known for creating some of pop culture’s most iconic videos and films, such as “Hunger Games” and Lady Gaga’s “Bad Romance” music video—directed it, with Ryan Heffington providing the choreography.
Tiffany said it brought Fanning and A$AP Ferg together for the clip because they “represent a basic Tiffany ideal: that New York is a place where anything can happen, and Tiffany is where dreams come true.”
The release of the campaign also marks the first time the jeweler has ever created a song, which will be available for streaming on Spotify starting May 3.
“We wanted to take a fresh approach to the campaign, juxtaposing something visually extraordinary with a song that is a nostalgic nod to the past combined with something wholly unexpected and of the moment,” Chief Artistic Officer Reed Krakoff said.
Tiffany released the new marketing campaign at the same time as its new “Paper Flowers” collection, the first under Krakoff.
In addition to the film and ad shots, the campaign also featured pop-up installations in its iconic color around New York, like Tiffany blue coffee carts and taxis, bodegas with buckets of paper flowers, and some subway stations dispensing limited-edition Tiffany & Co. MetroCards.
The Latest
The two organizations will host a joint event, “Converge,” in September 2025.
Big changes appear to be on the horizon for the diamond miner and its parent company, Anglo American.
With Ho Brothers, you can unlock your brand's true potential and offer customers the personalized jewelry experiences they desire.
Padis succeeds Lisa Bridge, marking the first time the organization has had two women board presidents in a row.
Jesse Cole, founder of Fans First Entertainment, shared the “five Es” of building a fan base during his AGS Conclave keynote.
The Royal Oak Perpetual Calendar "John Mayer" was celebrated at a star-studded party in LA last week.
For over 30 years, JA has advocated for the industry, fought against harmful legislation and backed measures that help jewelry businesses.
The announcement came as the company reported a 23 percent drop in production in Q1.
A double-digit drop in the number of in-store crimes was offset by a jump in off-premises attacks, JSA’s 2023 crime report shows.
Inspired by the Roman goddess of love, the designer looked to the sea for her new collection.
The luxury titan posted declining sales, weighed down by Gucci’s poor performance.
The selected nine organizations have outlined their plans for the funds.
The mining company’s Diavik Diamond Mine lost four employees in a plane crash in January.
The crown introduced a dozen timepieces in Geneva, including a heavy metal version of its deep-sea divers’ watch.
Emmanuel Raheb recommends digging into demographic data, customizing your store’s communications, and retargeting ahead of May 12.
Located in the town of Queensbury, it features a dedicated bridal section and a Gabriel & Co. store-in-store.
A 203-carat diamond from the alluvial mine in Angola achieved the highest price.
Ruser was known for his figural jewelry with freshwater pearls and for his celebrity clientele.
The “Rebel Heart” campaign embodies rebellion, romance, and sensuality, the brand said.
Editor-in-Chief Michelle Graff shares the standout moments from the education sessions she attended in Austin last week.
The overhaul includes a new logo and enhanced digital marketplace.
A new addition to the “Heirloom” collection, this one-of-a-kind piece features 32 custom-cut gemstones.
Last month in Dallas, David Walton pushed another jeweler, David Ettinger, who later died.
The move will allow the manufacturing company to offer a more “diverse and comprehensive” range of products.
From now through mid-May, GIA will be offering the reports at a 50 percent discount.
De Beers’ rough diamond sales were down 18 percent year-over-year in its latest round of sales.