For as long as we can remember, Tiffany's has been known for its classic, fine jewelry that only the most elite women could show off. (Think: Audrey Hepburn standing outside of Tiffany's eating a danish out of a paper bag.) In a different approach, Tiffany's newest campaign features a younger, more diverse group of women, presumably to attract the next generation of shoppers.
From Holly Golightly staring longingly at the beautiful storefront in New York City, to Reese Witherspoon's Sweet Home Alabama character getting proposed to after hours, Tiffany's has always represented a coveted luxury that was so unattainable, only a certain type of woman could afford it.
This type of branding worked for Tiffany & Co. for years, but it seems that recently, younger millennials haven't been lured by the company's "old-world luxury" appeal, according to an article by Reuters.
"This growing demographic of high-earning but not-yet-rich millennials — with annual salaries of $100,000-$250,000 — are spending more on brands that offer them a more contemporary look or on jewelry made by niche designers," according to Reuters.
In a world where the new consumers are less interested in classic brand names, there had to be a shift.
Tiffany & Co's new campaign features It girls and women alike, like Elle Fanning, Zoë Kravitz, Janelle Monáe, and Annie Clark (known as musician St. Vincent), pictured above.
Monáe in the iconic pendant.
Others featured in the campaign include supermodel Cameron Russell and David Hallberg, principal dancer of the America Ballet Theater.
This is the work of the brand's new chief artistic officer, Reed Krakoff, who started in January. The fall 2017 campaign was photographed by infamous photographers Inez van Lamsweerde and Vinoodh Matadin.
For Kravitz, the well-known brand has had a long-time meaning to her. Kravitz told W magazine that since her youth, seeing the Tiffany's blue box always meant that there was something special inside.
Naturally, fans of these young icons are praising the campaign and their stars.
@JanelleMonae I so love you...and everything you represent! You are absolutely the most beautiful. Look forward to meeting you one day!— Jeremy Johnson (@J_DaPrynce) July 28, 2017
Monáe, a musician, is loved for so much more than her glorious voice.
When people say "broke the internet" is this what they mean!? Amazing!— Joshua Toritto (@Brokenrocketart) July 26, 2017
Kim K broke the Internet first, but Monáe's fans think she did it, too.
perfect match— WillShred GoHuge (@Hu_GoHuge) July 26, 2017
Like this tweeter says — there's no better match than luxury jewels and cool music.
Even Jidenna came in with his praise for Monáe!
I love these Tiffany & Co. campaign photos..— evan ross esjay (@EvanRossEsjay_) July 26, 2017
You're not the only one, Evan...
God is so good.— Jason Phillips (@JaySonTafari) July 27, 2017
The campaign that just keeps on giving and giving.
Black girl magic on them Tiffany!! 🔥🔥🔥— ♦️Niatate⚡️ (@NIATATE) July 27, 2017
Come September, you're going to see these beautiful images in print in magazines and and online, including their social media channels.
‘There’s Only One’ [campaign] is a celebration of self-expression and embodies the spirit of Tiffany. The narrative is told through six individuals who are empowered, intelligent and unafraid to express themselves, each with their own unique talent and personal style,” Krakoff said in a statement.
That, Krakoff did. Each stunning shot shows off the subject's beauty and individuality. Only time will tell if this new approach brings in a more diverse set of shoppers, too.