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Decoding the New Tiffany

This week, a Tiffany campaign featuring Beyoncé, Jay-Z, a Basquiat painting and a 128.54-carat diamond offered a window into how LVMH is bringing its playbook to its largest-ever acquisition and the advantages and challenges of marketing brands rooted in the 19th century in today’s world.
Beyoncé and JAY-Z for the Tiffany & Co. fall 2021 ABOUT LOVE campaign
Tiffany’s latest campaign, part of its revamp under new owner LVMH, features Beyoncé, Jay-Z, a Jean-Michel Basquiat painting and a 128.54-carat diamond. Mason Poole.
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BoF PROFESSIONAL

French luxury giant LVMH is roaring out of the pandemic. Not only have key fashion assets Louis Vuitton, Dior and Fendi delivered record sales and profitability in the first half of 2021, but the group’s revamp of American jeweller Tiffany, which it recently bought for $15.8 billion in the largest deal in the history of the luxury sector, is coming on fast and furious.

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About the author
Vikram Alexei Kansara
Vikram Alexei Kansara

Vikram Alexei Kansara is Editorial Director at The Business of Fashion. He is based in London and oversees BoF’s luxury, fashion week, art, sustainability, global markets and opinion verticals.

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