Tiffany & Co. declares that “Blue is the Colour of Love”

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Tiffany & Co., Curtis KuligPicture: Tiffany & Co.

This Valentine’s Day Tiffany & Co. is collaborating with New York-based artist Curtis Kulig, who is understood for his signature “Love Me” mantra.

This inventive partnership is named “Blue is the Color of Love” and is a continuation of the American jeweller’s lengthy custom of working with innovators and revolutionary artists.

A collection of unique artworks have been created for Tiffany’s Valentine’s Day and it consists of declarative messages similar to “Dare Me”, “Know Me”, and “Kiss Me”.

These messages are an extension of the artist’s authentic “Love Me” idea which was a major staple in New York through the mid-2000s. From metropolis partitions to canvasses and neon lights, the enduring phrase grew to become a “easy but highly effective plea” for love.

Curtis Kulig, Tiffany & Co.Picture: Tiffany & Co.

Reimagining this mantra for the fashionable instances, the model recontexturalised the artist’s works in daring Tiffany Blue typography.

The artworks are displayed alongside jewelry collections such because the not too long ago launched Tiffany Knot, the Tiffany T1 and Tiffany HardWear. Collectively the marketing campaign is a celebration of artwork, phrases and love.

Tiffany HardWear Double Link PendantPicture: Tiffany & Co.
Tiffany Knot Double Row Hinged BanglePicture: Tiffany & Co.
Schlumberger Bird on a Rock Brooch in Platinum and 18k Yellow Gold with an Amethyst and DiamondsPicture: Tiffany & Co.
Tiffany T T1 hinged bangle in 18k rose gold with diamonds. Tiffany T T1 wide hinged bangle in 18k yellow goldPicture: Tiffany & Co.

“‘Love Me’ was conceived as one thing very private to me and it naturally grew into one thing that others interpret — that’s what makes it fascinating,” mentioned Kulig. Explaining his newest works with the jeweller, he mentioned, “My inventive course of with Tiffany & Co. was very pure.”

In 2021, the French conglomerate LVMH completed its acquisition of Tiffany & Co. and had since revamped its advertising method. From the controversial “Not Your Mom’s Tiffany” ads to partaking prime stars like Jay-Z and Beyoncé as ambassadors and collaborating with trending artists such as Daniel Arsham, the model is rebranding itself to attraction extra to the youthful technology.

The place a lot of the world is extra aware of the color crimson as an indication of affection, Tiffany & Co. is seeking to shakes issues up by proclaiming that “Blue is the Color of Love”, a tell-tale signal that the model is seeking to reassert itself to be the main authority on the planet of affection and dedication.

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