LVMH-owned Tiffany & Co. this week launched a new campaign celebrating Pride Month through a cast made up of members of New York’s LGBTQIA+ community. Titled “Stand for Love,” the visual was directed by Will Schluter and styled by Jessica Willis.
The campaign was created under the direction of newly appointed creative director Ruba Abu-Nimah, who was brought on in March 2021. LVMH finalized its deal with Tiffany in January, purchasing the brand for $15.8 billion. The acquisition was first announced over a year ago, but the deal was upended by the advent COVID-19, which spurred the luxury house to renegotiate the deal.
Commenting on the effort, the storied jewelry brand wrote on Instagram, “This Pride Month, we’re highlighting New Yorkers from the LGBTQIA+ community. Each voicing what they stand for, it all comes down to love.”
Featured individuals are listed as Nakwan, Iyanla, Bayli, Oskar Sinclair, Julián Watson, Morgin DuPont, Alexa, Lauren, Layla, Jordan, Max, Tomás Milan Mato, Ryu Go Eun and Emy. In the video and on Instagram, participants share what they stand for on ethical, emotional and moral bases.
While the look of the campaign is a notable departure from prior campaign efforts, Tiffany is known for fostering a culture of inclusion for members of the LGBTQIA+ community, and cites itself as the first luxury jeweler to feature a same-sex couple advertising.”
Check out Tiffany’s “Stand for Love” visual below.