Tiffany’s Gender-Neutral ‘Lock’ Collection for Younger Audience – WWD

Simply because it’s August doesn’t imply that Tiffany & Co. is slowing down. The model on Friday launched its first new advantageous jewellery motif to debut in over a yr.

Lock, a set of bracelets that swivel open and snap into place, shall be launched on Tiffany’s e-commerce web site on Friday and is slated for a world retail rollout in September. The gender-neutral assortment represents a part of the model’s new technique because it appears to be like to modernize its providing and attraction to youthful, extra style-conscious audiences.

“The design of Tiffany Lock is a superb instance of a set that brings collectively innovation, kind and performance. We re-envisioned the thought of a padlock, an necessary motif from the Tiffany archives, and remodeled it into an emblem of unbreakable bonds and inclusivity. The distinctive mechanism, clear traces and fashionable aesthetic make it universally interesting to each women and men,” mentioned government vice chairman of product and communications Alexandre Arnault.

Tiffany’s first run of Lock has been produced in 4 variations: provided in all-metal, with dots of diamond accents, with half of its outer curve set with pavé, and, as a premium choice — a full pavé set. Every fabrication is obtainable in three metallic choices: 18 karat yellow, white or rose gold.

The bracelets have been produced in each the U.S. and Italy and can retail between $6,800 and $32,000. Extra Lock designs are anticipated to reach in early 2023.

“We wish to create icons and to talk to a broad viewers. We’re assured that we’re doing this with the launch of Tiffany Lock. Balancing custom with modernity is part of our strategy and Lock creates the bridge between these two worlds,” Arnault mentioned of the discharge and the way it pertains to Tiffany’s bigger advantageous jewellery technique below LVMH Moët Hennessy Louis Vuitton.

It’s understood that “Lock” was within the design and improvement levels earlier than the January 2021 acquisition of Tiffany, however its advertising and marketing and positioning technique was devised by the jeweler’s new LVMH management.

In an accompanying marketing campaign — with images by Mario Sorrenti and stills by Raymond Meier — Lock is depicted in its supposed gender-neutral context. Mannequin Imaan Hammam and skateboarder Tyshawn Jones each put on the adaptable design in photos, in addition to a video marketing campaign with motion choreographed by Yoann Bourgeois.

Mentioned Arnault of Tiffany’s advantageous jewellery future: “I feel trend and design general is changing into an increasing number of gender-inclusive. Though that is our first official all-gender assortment, each women and men have worn our present Tiffany collections, together with T and Hardwear since these collections launched. Trying forward, we are going to proceed to create fascinating collections that function revolutionary designs and crafted within the highest-quality supplies and gems.”