84 HARPER’S BAZAAR JULY 2018
It’s an entirely convincing vision that inds extra credence in
Krakof ’s ability to craft the brand’s designs, as well as the artistic
direction of its stores, e-commerce, marketing and advertising
strategies, in a role that was newly created for him. And he has
put that advantage to good use: Under his direction, the jeweller’s
campaigns have featured a diverse range of It girls like Elle Fanning,
Zoë Kravitz, Annie Clark and Janelle Monáe, who not only
resonate with diferent style identities, but subcultures as well.
Then, there was the “Believe in Love” campaign released earlier
this year that celebrates love in all its forms and delivers an
empowering message of inclusivity, with Alicia Key’s powerful
vocals driving the point home.
Krakof knows the business of luxury and conducts it with
inesse. This is, after all, the man who is credited with having turned
Coach into the accessories behemoth it is today during his 17-year
reign as its Executive Creative Director. Now that he’s at Tifany,
he’s intent on doing what he does best within its amazonite walls.
“I think it’s the only way brands can operate today, having one
clear voice,” he relects. “I don’t know how to evolve a brand when
you can’t impact the marketing, the product, the stores; because it
all has to work together. It’s a dream job; it really is. It’s fun. You
know, I love what I do, and I come to work happy every day. I
understand the brand; I grew up with it. I think it’s just a matter
of redirecting things. There’s nothing wrong with the company, it’s
just the next chapter.”
Yet, for all that, Tifany is an American jewellery institution,
and the time of unveil has inally come for his irst-ever ine
jewellery collection; one that Tifany CEO Alessandro Bogliolo is
reported to have said is the most important high-end jewellery
collection for the House since the launch of the Tifany Key in- Titled “Paper Flowers”, Krakof turned to a watercolour
artwork of an iris from the brand’s archives for inspiration, dressing
it up in diamonds, tanzanites and yellow diamonds—the latter two
stones being ones that are deeply entrenched in the Tifany legacy.
However, in true Krakof form, the designer then turns expectations
on its head, imbuing the pieces with a modern edge that comes
from the conident juxtaposition of “something romantic and
natural and something more industrial or artisanal”, as he puts it.
t’s about creating
excitement around the brand
and desire for people to want to
be a part of it. And clearly many,
many people do.”
Tin can; clothespin;
necklace; ring,
Tifany & Co.