🖤 ReedKrakoff Gestures A Modern Romance With TiffanyandLove | V:
STELLA PAK: What is modern love to you?The concept was the counterpoint to our traditional heritage as the place where people have come for so many years and from all over the world to celebrate commitment and love which is the original Tiffany setting. Tiffany & Love is really the representation of modern love today. Which really is much more diversified. Much more personal. Much less prescriptive. It’s more about people deciding for themselves. What that means to them.
SP: The packaging is quite a departure from the classic Tiffany & Co with its jewel-like quality and beveled edges. The bold ampersand treatment.The first fragrance is an institutional fragrance. The trick for this fragrance that it was worthy of a packaging. It’s not something you want to redesign. You don’t want to do much because It is so perfect in what it is. The idea of the round box was really triggered by the simplicity of the first box so they can live together.
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