Dreaming at Tiffany & Co in New York

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The luxury jeweller positioned itself as a master of storytelling when it debuted the new Tiffany Paper Flowers collection.

Whenever American jeweller Tiffany & Co releases a new campaign, they’re always (and we mean always) captivating. But, when Reed Krakoff took over the design reigns at the American luxury jewellery house last year, the campaigns have taken a slightly different approach in lieu of those typical monochrome images.

There’s a lot more colour, more specifically of that iconic Tiffany hue, in the brand’s new campaign, titled ‘Believe in Dreams’.

In a series of images and a video (watch below) directed by The Hunger Games Director Frances Lawrence, the new campaign features brand ambassador Elle Fanning to front the new Paper Flowers collection.

Set in New York, the actress is captured channelling a younger Audrey Hepburn as Fanning appears at the Fifth Avenue flagship windows (reenacting the opening scene from the 1961 classic film, Breakfast at Tiffany’s). A rush of colours then swarm the streets as the Maleficent actress dances her way around New York to a reimagined Moon River tune with original lyrics by New York City native and hip-hop artist A$AP Ferg, dressed in the jewellers latest creations.

Introducing the Tiffany Paper Flowers collection, the new campaign features Elle Fanning in a Tiffany Blue world. Directed by The Hunger Games director Frances Lawrence, the music-driven anthem film features the first-ever Tiffany recording, a reimagined version of ‘Moon River’ featuring Elle Fanning and hip-hop artist A$AP Ferg.

This marks the first time Tiffany & Co has created a song which is now available for streaming exclusively on Spotify.

Speaking of the new campaign, Tiffany & Co’s Cheif Artistic Officer, Reed Krakoff, said: “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”.