Reed Krakoff Announced as the Chief Artistic Officer of Tiffany & Co

American fashion designer Reed Krakoff will take up the new role of chief artistic officer for Tiffany & Co

Reed Krakoff. Picture / Supplied

Tiffany & Co. has announced that creative change is on its way - in the form of storied American designer Reed Krakoff, who has been announced as the new chief artistic officer.

Reed Krakoff's newly created role at the iconic jewellery brand will see him mastermind the design of Tiffany & Co. jewellery and luxury accessories, as well as taking the reins on the brand’s overall design direction, from physical stores and e-commerce to advertising campaigns.  

“I’m honoured to join Tiffany as chief artistic officer and fully dedicate my creative focus to this storied American luxury brand,” said Krakoff in a statement. “The exceptional opportunity to further Tiffany's rich creative legacy of design and craftsmanship, and join the incredible talent within Tiffany, is truly inspiring.”

The designer’s portfolio reads like the American dream, with time spent at Ralph Lauren and Tommy Hilfiger, as well as holding a reputation for turning around the fortunes of luxury leather company Coach. In 2009 he launched his namesake label with the help of Coach. He devoted full attention to his brand in 2013, however in April last year, Reed Krakoff shuttered. 

In July, he collaborated with Tiffany & Co. on their gifts, home and accessories collections for 2017 - perhaps a sign of things to come. 

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After three and half years in the role of Tiffany & Co. design director, Francesca Amfitheatrof leave the house to “pursue other opportunities”. During her tenure she conceived the popular T Collectionan idea she had before joining the brand.

“I loved the idea of taking the letter ‘T’ of Tiffany and looking at it architecturally, looking at it like New York City itself," Francesca told us last year. "The letter ‘T’ can be only tall. It is quite an ambitious letter with presence. As a collection the “T” can only be square, just like the grid-like structure of New York."

Tiffany and Co. opened the doors to a glossy new store in Auckland's Britomart precinct last October, bringing its over 175 year heritage and iconic blue boxes to our shores.

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