US jewellery brand Tiffany & Co. is continuing its mission to shift its reputation from squarely traditional jewellery retailer to a brand with a wholly modern outlook with the launch of a same-sex engagement advertisement, featuring a gay couple from New York.
Shot by legendary German fashion photographer Peter Lindbergh, the classic-looking black and white lifestyle ad echoes other US fashion brands that have also used same-sex relationships to affirm their contemporary relevance, such as The Gap, Target and Banana Republic. However, it is also a notable shift from product-only ads to a focus on consumers themselves.
This humanising approach has led other brands to push even further into disbanding traditional advertising stereotypes. For example, UK-based retailer Mamas & Papas, which sells products and clothing for babies and young children, featured same-sex parents in its marketing material, while US clothing brand Nordstrom featured its own gay employees in its ads to push home the strength of its commitment to inclusivity.
Tiffany first made its intentions to modernise visible in late 2014 with the appointment of new British-born creative director Francesca Amfitheatrof (the brand's first female creative director) with the launch of the T-Train pop-up shop in New York. Coinciding with the 2014 Holiday season and featuring the brand's new, more architectural collection, the concept was devised specifically to seduce New York's hip downtown audience – a consumer set previously unacknowledged by the brand.
For more on how successful jewellery brands are reviving their propositions, see Rejuvenating Jewellery Retail.