Tiffany & Co. is aiming for cool as well as classic

On the heels of Lady Gaga's groundbreaking campaign for US luxury jeweller Tiffany & Co., the home of pale blue boxes has created new advertising packages starring Big Little Lies actress Zoe Kravitz, ingenue Elle Fanning and singer/actress Janelle Monae.

The fresh batch of stars is helping the enduring jeweller target a younger, cooler audience, with the help of slick portraits by photography duo Inez van Lamsweerde and Vinoodh Matadin.

According to Tiffany & Co’s new creative director Reed Krakoff: The "'There’s Only One' [campaign] is a celebration of self-expression and embodies the spirit of Tiffany. The narrative is told through six individuals who are empowered, intelligent and unafraid to express themselves, each with their own unique talent and personal style."

Zoe Kravitz for Tiffany & Co. Image: Tiffany & Co.

Rounding out the list of models bedecked in key silver and diamond pieces is St. Vincent (Annie Clark), David Hallberg and Cameron Russell.

"Thrilled to partner with Tiffany on their new Fall campaign!," Elle Fanning posted to her Instagram account.

For Hallberg, a leading ballet dancer in the US, the message of the campaign, 'There's Only One', is timely. As US President Donald Trump's winds back government support for LGBT rights and targets transsexual members of the armed services, individuality is important on the frontline of luxury.

Janelle Monae behind the scenes of the video. Image: Tiffany & Co.

"This Tiffany and Co. campaign personally resonates because it expresses creative vision and individuality. These are ideals I have lived by through personal expression not only in my art but also my overall life," Hallberg told OUT. 

"The importance lies within free individual expression of any walk of life. This campaign shows that support of all people is an imperative path into future acceptance not only of the LGBTQ community, but any community in our lives."