Is Tiffany & Co about to lose its famous blue hue?
Iconic jewellery house Tiffany's new creative director Francesca Amfitheatrof has caused some controversy today, after revealing to Vogue that she is not afraid to mix it up and hinting that the infamous turquoise blue packaging synonymous with the heritage brand might be replaced.
Fashion has its icons and we are not talking people – Chanel's interlocking C's, Louboutin's red sole, the pale grey associated with Christian Dior, and Tiffany's oh-so-perfect turquoise blue... until now. In an interview given for Vogue U.S's September issue, Tiffany's new creative director Francesca Amfitheatrof hinted that she may be about to switch things up a gear.
"I might do limited editions, maybe in a pattern," she revealed, to the relief of anyone who might fear this could be a permanent move. "I do love a mixture of patterns."
A graduate of Royal College of Art and Central Saint Martins, Francesca's CV includes previous design roles at Chanel, Gucci, Marni and Fendi. Amfitheatrof is now responsible for all of Tiffany's 'objets' – from the touristy $100 silver keyrings to the multimillion-dollar haute joaillerie range created in its iconic Fifth Avenue workshops. In the Vogue interview the newly appointed creative shares how it feels to buy big bowls full of diamonds, and to enter and head a heritage company with over 10,000 staff.
One thing is for sure – it would be a bold move to change something that is the brand. Just as Chanel have never let go of its iconic emblem despite it being a while since Coco was around in the flesh, perhaps we could look at Saint Laurent for an example of how shedding the iconic past can work... but even still, the jury is still out on the YSL vs Saint Laurent debate.