First the company signed Lady Gaga as a spokesperson. Now Tiffany & Co. has sponsored the new issue of one of fashion’s edgiest magazines: Love.
The brand is hustling to shed its old-school, “lady” image and connect with the cool-and-hip crowd—in a hurry.
The British magazine, which is under the direction of longtime Marc Jacobs collaborator Katie Grand, just dropped issue 17.5, featuring a series of covers spotlighting some of fashion’s freshest faces, including Slick Woods, Adwoa Aboah, and Rowan Blanchard, along with evergreen supermodel Adriana Lima.
Tiffany’s loud-and-proud sponsorship of the publication obliterates the separation between editorial and advertising. Which, considering how much pay-to-play there is between advertisers and fashion mags these days, could be construed as refreshing transparency.
An outtake from the Love magazine cover shoot sponsored by Tiffany & Co. (Image: @kegrand)