UM London client Tiffany & Co. has kicked off a glittering digital partnership with online fashion destination NET-A-PORTER, to promote and celebrate the luxury jeweler’s latest Gatsby-inspired jewelry line.
The partnership is centered on a collection of stylish imagery that was compiled after an exclusive photo shoot at Tiffany & Co.’s London Flagship Bond Street store. NET-A-PORTER editors chose their favorite Jazz Age items and coupled the jewelry with outfits from their own 1920′s-inspired designer collection, in order to create range of sophisticated photos. The images will be used as part of advertorials in the weekly NET-A-PORTER online magazine, and will run for the next month.
Tiffany & Co. supplied all of the jewelry for the blockbuster film, The Great Gatsby, around the launch of which UM London developed a multi-platform campaign to promote the custom-made collections. This latest collaboration aims to extend that legacy, and build Tiffany & Co.’s association with the decadent world of Gatsby and the Jazz Age.
“Not many people realize how long Tiffany & Co. has been on the luxury fashion scene, but the truth is, if you were at a Gatsby-esque party during 1920s America, the chances are you would have been wearing Tiffany & Co. jewelry,” said Cat Carroll, Digital Planner at UM London. “This stylish collaboration serves to remind people of Tiffany & Co.’s heritage, whilst showing them how they can re-create this classic look.”