Tiffany & Co. has unveiled their new Love & Celebration campaign, starring Oscar winning actor, Mikey Madison.
The centrepiece of the short film and associated images is the Sixteen Stone by Tiffany solitaire diamond ring which is inspired by a legendary 1959 design.
The campaign film offers a modern and subversive take on the classic refrain of “he loves me, he loves me not” with Madison eschewing the need for a man to give her a diamond ring as she declares: “I love me.” The statement looks to widen the meaning of love beyond its romantic connotations to something more universal while also prioritising self-love.
The Sixteen Stone was originally created as a wedding band but has been subtly reinterpreted into the classic solitaire shape with the campaign making it clear that these rings aren’t just for tying the knot, they’re also for people who just want to wear a great ring.
Alongside the short film, Tiffany & Co. have also released a series of clips celebrating the craftmanship and history of the brand’s diamond rings over the last two centuries, which only serve to re-emphasise the brand’s standing in the world of jewellery.
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Madison started as a Tiffany ambassador last year after she won the Academy Award for Best Actress for her performance in Anora. Since then, she has been the focus of several campaigns and made regular appearances at key Tiffany events around the globe.
Alongside Pharrell Williams, she helped open Tiffany’s largest flagship store in Asia in Tokyo.
The store, which is inspired by Tiffany & Co.’s iconic flagship, The Landmark, “showcases the House’s latest design concept and immerses visitors in the world of Tiffany & Co,” according to the company.
A statement on Instagram about the store’s design said: “In the heart of Tokyo, tradition and modernity unite with the unveiling of Tiffany & Co.’s newest architectural jewel: the Tiffany Ginza flagship store.
“Standing as an expression of the House’s enduring legacy, it merges Japanese artistry and timeless design with windows inspired by the work of Kimiko Fujimura. Known for her ability to transform natural elements into striking contemporary forms, each detail celebrates innovation, craftsmanship and the spirit of Tiffany & Co.”
Madison wore a Tiffany & Co. pendant in platinum with an unenhanced emerald of over seven carats with diamonds totalling over 31 carats. She also wore earrings in platinum with diamonds and a ring, also in platinum with over seven carats.
Williams wore a custom-designed Tiffany & Co. coronation ring in 18 carat yellow gold with over 39 carats of yellow and white diamonds. Rapper and singer, Anderson .Paak, meanwhile, wore Tiffany HardWear graduated link necklace in yellow gold alongside a Tiffany HardWear large link bracelet in yellow gold and a Tiffany HardWear medium link bracelet in yellow gold.
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