The Business of Fashion
Agenda-setting intelligence, analysis and advice for the global fashion community.
Agenda-setting intelligence, analysis and advice for the global fashion community.
The tie-up with two of America’s biggest superstars comes as Tiffany attempts a brand refresh, following its acquisition by LVMH.
Harper’s Bazaar first announced the news in its September issue, which starred Beyoncé on the cover. In the editorial accompanying the written feature, the American multi-hyphenate is styled wearing Tiffany jewellery and broaches. Since LVMH took over the jeweller, it has undergone an executive reshuffle and has begun experimenting with its marketing approach, a signature of the LVMH acquisition playbook. Most recently, its “Not Your Mother’s Tiffany” campaign created a stir among both customers and marketing insiders.
Learn more:
Unpacking Tiffany’s Contentious New Ad Campaign
The 184-year-old American jeweller is claiming it is “Not your mother’s Tiffany,” angering some customers on social media. That may mean everything is going according to plan for new owner LVMH.
With the appointment, Frank’s co-founder Jesse Derris will move into a chief strategy officer role at Derris’ parent company Orchestra.
This month, BoF Careers provides essential sector insights to help marketing professionals decode fashion’s creative and commercial landscape.
With a new campaign, the first from CMO Kenny Mitchell, Levi’s is challenging consumers to change how they think about — and where they shop for — the brand.
They can appear out of nowhere, abruptly send costs soaring and disappear just as quickly.