Reed Krakoff to collaborate with Tiffany & Co.
Reed Krakoff is to collaborate with Tiffany & Co. on a range of gifts, home pieces and accessories.
The American fashion designer will be in charge of creating a range of products, including handbags, sunglasses, tabletops, baby wear and writing instruments, for the famous brand, all of which are set to launch in 2017. He will work alongside Tiffany & Co.'s design director Francesca Amfitheatrof, with both reporting to chief executive officer Frederic Cumenal.
“I grew up with (Tiffany), it’s a brand that has a lot of strong emotional attachment, I have an emotional attachment," Reed told WWD. "To be able to contribute to the heritage and history of a global brand that combines design, quality and craftsmanship is really rare today and I think Tiffany is a leader in that. To be part of that is really exciting to me."
Frederic is sure that Reed's "expertise and creativity" will help reinvigorate these areas of Tiffany & Co., as they are important for the company's overall success. The designer will also work alongside the brand's visual merchandising and advertising teams on the display and marketing for his new items. Reed won't be creating completely fresh designs though, as he wants to blend classic Tiffany & Co. elements with his own influences.
“It’s going to be an amalgamation of historical Tiffany icons and my own modernist taste, and looking at that through a lens of how things are made, of quality, craftsmanship,” he added.
To achieve this the fashion star looked through archives, studying previous collaborations inspired by the likes of architect Frank Lloyd Wright and fashionista Paloma Picasso. He hopes the more he studies the brand, the more things will "begin to crystallise".
Reed's other ventures include a collaboration with Kohl's and previously helming Coach, which he left in 2013 to focus on his eponymous brand.