Tiffany & Co. introduces its new collection, ‘Return to Tiffany Love’, with a digital campaign entitled #LoveNotLike that features three models who are sure to pique your interest. The message? “We live in a social culture of ‘like’ but, for Tiffany & Co., ‘like’ is not enough. #LoveNotLike communicates the belief that love, as an attitude, is something to uphold and celebrate,” explains Diana Hong, VP of Digital Marketing at Tiffany & Co.
The dynamic, millennial-aged models of the #LoveNotLike campaign include Pyper America Smith, Fernanda Ly, and Imaan Hammam. Each embodies this message, as captured in a short film brimming with optimistic vibes and, of course, lots of recently launched jewelry. The designs feature the iconic heart that has been reimagined as gold and silver charms – with or without diamonds – and with bold links or dainty double chains. Love is certainly all around, and Tiffany invites us to share it.
Watch the video above and browse through the gallery as the three influential models share some thoughts on their favorite pieces of the collection, what love means to them, and much more.
“I really like the ‘Return to Tiffany Love’ heart locket because it’s subtle, but still Tiffany.” – Fernanda Ly
“To me, real love is something that will last forever.” – Fernanda Ly
“I like changing my hair color because I’m not limited to just what I’m born with. I guess you could say my individuality shows through my hair. My favorite color so far has been a dark shade of navy blue. It looks like black, but wasn’t actually black. I could be normal and different at the same time.” – Fernanda Ly
“When I was young, my mom was really obsessed with Tiffany. I never imagined I would be in a Tiffany campaign. For me, it was so amazing to be the face of ‘Return to Tiffany Love’. It really was a dream come true.” – Imaan Hammam
“I feel like Tiffany does its own thing. There is something unique about its jewelry. It’s very classy and chic, but also very cool and young. After the shoot, I actually got this ‘Return to Tiffany Love’ necklace that I was so obsessed with. It has all these hearts, and is a bit like a choker. I love it. It’s one of my favorite pieces. I like that you can wear it with just about anything. I don’t really wear necklaces that often, but this one is just perfect for me.” – Imaan Hammam
“Love, for me, is a lot of things. It’s my family – just being together, helping and supporting each other. And, of course, you can be in love with someone, but it’s always good to have someone who loves you unconditionally. I think that comes from my family and boyfriend.” – Imaan Hammam
“I try to paint whenever I can because I travel all the time and I’m always busy. I started dancing when I was really young. My family was always dancing, and I learned so much from my mom and sisters. It’s also really nice to just shake it out. It’s very freeing.” – Imaan Hammam
“I literally haven’t taken my ‘Return to Tiffany Love’ necklace off since I got it. It’s so special. With these little studs around the heart, it’s classic, but has that new twist on it. I love simple, gold jewelry, so I think it’s just beautiful. When I think of Tiffany, I think of love because people who I really love have given me gifts from Tiffany. My grandma once gave me a pair of ‘Infinity’ earrings, and my boyfriend bought me the ‘T Wire’ bracelet. I never take that jewelry off; it’s just a part of me now.” – Pyper America Smith
“At one point on the shoot, I was channeling my ‘Beverly Hills mom’ character. For me, a fun part of photoshoots is becoming part of the brand for that day and representing it fully. And so, I just kind of took on this strong and elegant, but still fun, personality.” – Pyper America Smith
“Love, to me, is something that is natural and beautiful. It can be shown in a million different ways, but it’s this really pure thing. If you truly understand love, I think that you just give more of yourself, and don’t judge other people.” – Pyper America Smith