Tiffany & Co. highlights HardWear alongside the ambassador
In the film, the actress is seen writing a letter to her young daughter while balancing life on camera, professional commitments and navigating everyday challenges in New York City, where the jeweler is based. The message tells the child how to build up her confidence and character through finding joy in the ordinary and by making personal progress through non-perfection.
Throughout the narrative, Ms. Portman dons earrings, necklaces and bracelets from the HardWear collection, each accompanying her on her own journey to self-acceptance.
“Strength appears in different ways throughout our lives – through courage, curiosity, compassion and joy,” said Ms. Portman, in a statement.
“It’s found in the thrill of growth and in the discovery of new dimensions within ourselves,” she said. “Mona and Brady have crafted a beautiful and meaningful film that reflects the experience I’ve had over the years and the journey that continues to shape who I am becoming.”
[caption id="attachment_432688" align="alignnone" width="465"] Mr. Corbet and Ms. Fastvold have a history with the star, as she played the lead in their 2018 film “Vox Lux.” Image credit: Tiffany & Co.[/caption]
Tiffany & Co.’s latest marketing launch is set to an original, orchestral composition of the song “Moon River,” originally performed by actress Audrey Hepburn for the classic 1961 film Breakfast at Tiffany’s.
The house also collaborated with Academy Award-winning Dutch-Swedish cinematographer Hoyte van Hoytema on the advertisement, as the professional was behind the lens for the on-location shoot, capturing the scenes on 70mm film stock, much like major theatrical releases of the past, such as West Side Story, The Sound of Music and 2001: A Space Odyssey.
“Collaborating with Tiffany & Co. was an honor and a pleasure,” said Mr. Corbet and Ms. Fastvold, in a joint statement.
“We were drawn to the opportunity to create something aligned with their historic identity,” they said. “The film was shot on 70mm, a format that allowed us to reflect the brand’s craftsmanship with extraordinary fidelity.
“We’re grateful for the trust and care that made the collaboration possible.”
[caption id="attachment_432689" align="alignnone" width="465"] Mr. van Hoytema took home the Oscar for Best Cinematography for his work on 2023’s “Oppenheimer.” Image credit: Tiffany & Co.[/caption]
The HardWear collection is available now, in-store and on the maison’s website .
Movie magic
By partnering with Ms. Portman, Mr. Corbet, Mr. Fastvold and Mr. van Hoytema, Tiffany & Co. is expanding its reach within Hollywood.
All of these leading industry talents add to a growing roster of representatives and collaborators from the entertainment industry, particularly prestige film. This push assists the maison in increasing its appeal to both aspirational audiences, who enjoy the work of the participating figures, and core, affluent clientele alike.
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Ms. Monaghan is the first to use her voice in the video, with every other talent following suit. The film follows a choral format, with the collective completing each other’s sentences as sequences cut between multiple participants, who together uplift awareness of how financial constraints place publicly invisible control over women.
Economic abuse, while lacking a physical component, is a form of violence that removes autonomy from relationships, requiring that the woman be dependent on her partner. To identify these overarching signs of economic abuse, the jeweler commissioned research from the Italian university SDA Bocconi School of Management.
In turn, Pomellato and its representatives position financial monitoring or restriction, exploitation of women’s income and sabotage of personal work and time as the core tenets of the prevalent behavior in the film. Together, the voices speak on how economic support can lead to full dependence, how supposed care transforms into full control, as well as stating that financial constraints make other forms of abuse much more difficult to escape.
[caption id="attachment_432299" align="alignnone" width="465"] According to American nonprofit National Network to End Domestic Violence, economic abuse occurs in 99 percent of domestic violence cases. Image courtesy of Pomellato[/caption]
To further its goal of raising awareness, the maison is also continuing its ongoing partnerships with Casa di Accoglienza delle Donne Maltrattate, which is Milan's first anti-violence center for women, and the Los Angeles-based not-for-profit organization FreeFrom. The latter institution seeks to provide long-term financial security to domestic violence survivors.
Powerful messaging
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