Hailey Bieber fronts Tiffany & Co holiday campaign

By Kim Parker

Now that it’s November, it appears the countdown to Christmas has officially begun. At least, it has within the pretty blue walls of Tiffany & Co. HQ, which today unveiled its holiday campaign for 2022, starring Hailey Bieber.

Lensed in New York City (where else?) by fashion photographer Mario Sorrenti, the campaign film is a spin on Andy Warhol’s infamous Factory, re-imagined as “a larger-than-life party filled with diamonds, Tiffany Blue boxes and no-rules attitude”, said the company. Still photography was provided by Raymond Meier. Bieber plays the role of a glamorous hostess, welcoming festive revellers whilst dressed in a selection of iconic jewellery designs by the House, including pieces from its City HardWear, Elsa Peretti Bone Cuffs, and Knot collections. The brand’s iconic Bird on a Rock brooch even makes a brief appearance, as a sparkling gift presented in a blue box.

Alongside the Warhol-inspired video, the jeweller has collaborated with the Warhol foundation on exclusive limited-edition lifestyle designs, including tableware, tree ornaments and an advent calendar as well as gifts, which will be available in-store and online. Sales will go to support the Warhol Foundation’s endowment, which has distribute over US$275 million to visual arts organisations.

“We wanted to celebrate Andy Warhol and uplift his connection to Tiffany & Co. by taking inspiration from the iconic greeting cards that he created for our clients in the 50s and 60s,” said Alexandre Arnault, Tiffany’s Executive Vice President, Product and Communication. “The campaign video brings these elements together by paying homage to our longstanding relationship with one of the world’s most celebrated artists.”

Indeed, the campaign marks the end of a big year for both the pop artist and the jewellery house that is paying homage to him. A few months ago, a vivid image of Marilyn Monroe by Warhol smashed records when it sold for US$195million. And just a few days ago, it was announced that another one of Warhol’s images, the brutal White Disaster (White Car Crash 19 Times), which hasn’t been seen in public for 15 years, is expected to sell for at least US$80 million at Sotheby’s in New York next month. Meanwhile, Tiffany & Co. will be celebrating a momentous year, during which it announced several high-profile partnerships, including with Beyoncé and her husband Jay-Z, its first genderless jewellery collection as well as the launch of its first NFT-inspired jewellery.

Like this? Watch Beyoncé’s Studio 54-inspired video for Tiffany & Co.