Tiffany’s Paper Flowers collection, the first jewellery collection by Reed Krakoff, the brand’s chief artistic officer, just marked its official North Asia launch with an exhibition at the Minsheng Art Wharf in Shanghai. The opening event, which took place at the museum on September 6, was attended by Chinese actress Ni Ni and other friends of the brand.
The Paper Flowers collection is, as the name suggests, inspired by delicate flower petals and other nature motifs and crafted as if they were cut from paper.
The collection bends the rules of fine jewellery to create a refined yet whimsical collection that can be worn every day.
“Paper Flowers is about stripping away all the rules associated with fine jewellery,” Krakoff says. “Luxury shouldn’t always mean formality, so we used precious stones and the finest materials, but in a way that you can live with every day.”
The collection boasts a range of delicate necklaces, pendants, bracelets and rings which are topped off with splashes of colour from vibrant purples to vivid yellows. Highlights include a slim, delicate necklace with a pendant fashioned with diamonds and yellow diamond to create a firefly motif.
To celebrate the collection, Tiffany has cast Elle Fanning as the modern Holly Golightly for its new campaign. Fanning struts around New York’s most iconic locations, including the brand’s flagship store, to the tune of a modernised version of Moon River. The updated song features vocals by Fanning as well as some sweet verses by hip hop artist A$AP Ferg.