Tiffany & Co. Goes for Edge in Love Magazine

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)

The American Society of Magazine Editors longtime rule banning ads from running on magazine covers was lifted in April 2015, but magazines had been circumventing the rules for years anyway.

The cool covers were photographed by  Alasdair McLellan. The models and personalities are all wearing pieces from Tiffany’s Tiffany City HardWear collection—a new line of more urban-feeling jewelry (Lady Gaga is the spokesperson).

The issue launches in select stores May 10. What do you think of Tiffany’s move into edgier fashion territory?

(Cover images courtesy of Love)

 

Emili Vesilind

JCK Magazine Editor