Tiffany & Co. has just unveiled a new collaborative collection with Pharrell Williams dubbed the “Tiffany Titan”. As the name would suggest, “Titan” is not simply a clever use of wordplay but rather an ode to the structure of Poseidon’s trident which the collection’s spear-like spikes — seen on an array of necklaces, earrings, bracelets, and rings — are inspired by. The collection not only references Greek mythology but its sharp edges embody the spirit of punk. Much like how the punk movement was born from anarchy, each piece of the collection — 18k yellow gold or titanium with all metal and diamond iterations — challenges conventional methods in their design.
The Tiffany Titan marks a new departure from the delicate and demure pieces that fans of the brand have become accustomed to seeing like the “Lock”, “T” and “Knot” designs. The Titan instead plays on the juxtaposition of hard and soft as its motif incorporates a link that is curved and soft against the sharpness of the spear to form a symbol of fearless individuality. The collection is close to home for Pharrell who comments, “I’m very inspired by the water, and the name of this collection “Titan” draws inspiration from Poseidon, ruler of the sea, King of Atlantis.” “Atlantis” also being the name of the community Pharrell grew up in Virginia Beach. Pharrell goes on to explain that every detail in the collection is intentional, for instance, the use of black titanium is “a physical manifestation of beauty in blackness”.
To celebrate the launch of the collection, Tiffany & Co. hosted an intimate event at the House’s famed Fifth Avenue flagship: The Landmark which saw a bevy of famous faces including Pharrell Williams, ROSÉ, Blake Lively, Anitta, Rosalía, KAWS, Pusha T, Gabrielle Union, A$AP Rocky, Hannah Einbinder, Ayo Edebiri, Daniel Arsham, Maggie Rogers, and Tyshawn Jones.
Tiffany & Co. is going through something of a rebirth and the collection speaks to a wider shift happening in the luxury industry. First, it speaks to the role that Alexandre Arnault plays within the brand as the executive vice president of product, communications, and industrial at Tiffany & Co. Having previously secured Beyoncé and Jay-Z for a Tiffany campaign in 2022, it is imperative that Alexandre Arnault continues to make strategic steps when it comes to moving the brand in a new direction particularly as his father Bernard Arnault plans for a succession within LVMH.
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Next, the collection also cements Pharrell Williams’ position not only in the luxury industry but within LVMH as he settles into his role as Louis Vuitton’s new men’s creative director — Louis Vuitton, also being under the LVMH umbrella. By having a part to play in the design process of the Tiffany Titan and not simply being the face of the campaign, Pharrell highlights that his influence goes beyond music and into the fashion and luxury jewellery industry.
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Tiffany Titan by Pharrell Williams will be available this May exclusively on Tiffany.com in the US and at The Landmark in New York City. The collection will be available globally at Tiffany & Co. stores and Tiffany.sg in June.
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