Tiffany & Co Launches 'All Gender' Tiffany Lock Bracelets | 'No Rules. All Welcome'
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Tiffany & Co Launches 'All Gender' Tiffany Lock Bracelets | 'No Rules. All Welcome' AOC Jewelry News
Tiffany & Co., for the first time in its nearly 200-year history, is launching Tiffany Lock, a bracelet the company describes as “all-gender” with an ethos of “No rules. All welcome.”
Lock, a collection of bracelets that swivel open and snap into place, was released on Tiffany’s e-commerce site on Friday and will arrive in Tiffany stores worldwide in September.
“It’s all about unity, belonging, the universal bonds that tie us together forever—and the open-minded spirit of today’s generation,” says Alexandre Arnault, Tiffany’s executive vice president of product and communication.
Model Imaan Hammam and skateboarder Tyshawn Jones star in the ‘Lock’ campaign. Mario Sorrenti [IG] photographs the campaign with stills by Raymond Meier. Yoann Bourgeois choreographed movement in the video campaign.
“The design of Tiffany Lock is a great example of a collection that brings together innovation, form and function. We re-envisioned the idea of a padlock, an important motif from the Tiffany archives, and transformed it into a symbol of unbreakable bonds and inclusivity. The unique mechanism, clean lines and modern aesthetic make it universally appealing to both men and women,” Arnault continued.
“We are looking to create icons and to speak to a broad audience. We are confident that we are doing this with the launch of Tiffany Lock. Balancing tradition with modernity is a part of our approach and Lock creates the bridge between these two worlds,” Arnault said of the release and how it relates to Tiffany’s larger fine jewelry strategy under LVMH Moët Hennessy Louis Vuitton.
