Tiffany & Co. is now targeting moneyed millennials

St. Vincent (credit: Tiffany & Co.)

Why have “Breakfast at Tiffany’s” when you can have brunch? Reed Krakoff, the Coach alum and new artistic officer of Tiffany & Co, is hoping to lure wealthy and hip millennials to the brand, W Magazine reports.

It all started with those Super Bowl ads with Lady Gaga. The new fall 2017 campaign continues to feature “it” girls like Elle Fanning, Zoë Kravitz, Janelle Monáe and Annie Clark, who goes by St. Vincent onstage and coincidentally looks a little like Audrey Hepburn. The brand’s theme is “There’s Only One”, which is meant to celebrate individuality and self-expression. Because surely there is nothing more unique than buying up pricey, mass-produced trinkets from a global chain.

“I think being an individual is one of the more exciting things about being alive,” explained Kravitz recently.  “And self expression is our right as humans. To live, love, and express ourselves.” [WMag]