In March of this year, the storied house of Tiffany & Co announced its With Love, Since 1837 campaign. It was a series of photographs which modernised the beloved vitrines of the Maison’s legendary window dresser, Gene Moore.
In his working life, Moore infused each window with a narrative that not only showcased exquisite jewels but wove stories with them, ones which beckoned passers-by in New York into a world of aspiration and desire.
With a keen eye for detail and a flair for the dramatic, he left an indelible mark on the world of window display design. Today, Moore’s legacy endures, reminding us that luxury is as much about presentation as it is about the exquisite pieces themselves.
“Gene Moore revolutionised his industry,” Tiffany & Co’s president and chief executive officer, Anthony Ledru, told GRAZIA during a press trip to Tokyo in April. “There were literally lines of clients waiting for the change of windows. [The windows] were static before [and under him], they became movie theatres. He was a showman.
“I think the one message the chairman at that time, [Walter Hoving] gave Gene Moore was, ‘Don’t worry about the setting, we will take care of that inside the store. Just do the dream.’ And every window, all 5000 of them [across the world], is a dream. It’s authentic. It’s Tiffany-esque. It’s Tiffany only.”
The campaign, shot by award-winning photographer and director Dan Tobin Smith, features Tiffany & Co’s most definitive jewellery collections: Lock, T, Knot, HardWear, Sixteen Stone and the Tiffany® Setting. In an homage to the 187-year-old Maison and its icons, GRAZIA captured select pieces for the pages of its October 2024 print issue.
In it, we see the bold, interlocking designs of Tiffany Lock combine with the clean, minimalist lines of the Tiffany T collection. The urban, gritty sophistication of Tiffany HardWear pieces are mixed with the harmonious, shimmering arrangements of the Sixteen Stone collection. The famous Tiffany Victoria floral motifs are celebrated, too—and rightly so. Even against the architectural tailoring of Schiaparelli, Louis Vuitton and Kristina Fidelskaya, Tiffany & Co’s icons hold focus. Forever pieces which are layered, stacked and cherished for a lifetime.
This story first appeared in the October issue of GRAZIA Singapore.
CREATIVE DIRECTION DANÉ STOJANOVIC
PHOTOGRAPHY VLADIMIR MARTÍ
STYLING IMOGENE LEGRAND
HAIR JEAN-LUC AMARIN
MAKEUP MANUEL LOSADA
SENIOR PRODUCER STEFF HAWKER
STYLING ASSISTANT FLORENCE WEBBER
MODEL SYAMRA KARAEVA / FASHION LEAGUE UAE
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