#AllYouNeed: Tiffany & Co. Launches New Perfume with St. Vincent Performance, Gorgeous Models

Tiffany & Co. Fragrance Launch Event - Arrivals
NEW YORK, NY - SEPTEMBER 06: (L-R) Vittoria Ceretti, St. Vincent, and Achok Majak attend the Tiffany & Co. Fragrance launch event on September 6, 2017 in New York City. (Photo by Jamie McCarthy/Getty Images for Tiffany & Co.)

Guests including Imaan Hammam and Riley Keough joined in launching the Tiffany & Co. Tiffany perfume during NYFW.

Leave it to Tiffany & Co. to kick-off New York Fashion Week with a perfume launch. The brand has situated itself comfortably in its new role- something of a purveyor of tasteful cool- accent on the “tasteful”.

The event was just the thing Tiffany needed to confirm its important new position and it struck the right chord. Supermodels and super fans alike assembled for an evening to experience the new scent, Tiffany. Musician and performer St. Vincent accessorized her Magda Butrym dress with almost $200,000 worth of diamonds, looking subtle and gorgeous. She’s riding a wave right now: She’s just announced a new album this week as well as new singles. During the performance, she changed into a vintage Versace dress with a Tiffany Victoria necklace.

Model Doutzen Kroes wore Tiffany’s Save the Wild elephant brooch, which supports the Elephant Crisis Fund. Achok Majak, who stars in the fragrance campaign, accessorized her suit with Tiffany HardWear collection. Vittoria Ceretti, Julia Nobis, and St. Vincent all star in the fragrance campaign. They sparkled in Tiffany diamonds- everything from earrings, necklaces, rings and bracelets, too.

If you haven’t noticed over the past year, there’s a new Tiffany & Co. lurking. Exchange wood-paneling and plush couches for neon signs, gold-dipped steel, chain in sterling silver; champagne on overflow.

Indeed, something’s afoot at Tiffany’s: a new sensitive and reactive approach to the brand that’s transforming itself from vintage treasures to today’s must-have. The legacy is still there- can you imagine ditching the Little Blue Box? Tiffany is still synonymous with the luxurious confidence of the key, the lockets, and of course, the rings. But strictly speaking, Tiffany is a brand to die for, and the new Tiffany Eau De Parfum is the example of tapping into a special history while innovating for the future.

The Tiffany Eau De Parfum of 2017 isn’t Tiffany and Co’s first foray into the perfume scene. In 1987, at the peak of uptown chic vying with downtown cool, Tiffany released its namesake perfume, priced a very elegant $220.00 an ounce. The price was justified: legendary leading nose Francois Demachy developed the scent, a floral rhythm that was completely new at the time. The top note:  lovely orange and black currant passing into a heavily bouquet of flowers. Though discontinued, the original Tiffany still fetches high prices on resale and fans of the scent regard it as one of the most indulgent they’ve ever used.

For 2017, Tiffany has tapped Coty to collaborate on the new Tiffany. The agreement took place quietly in July of this year, and the product of the effort is a triumph and in some ways, an ode to the original splashy scent. The new Tiffany is a minimized assemblage focused on iris and orange, here referred to as vert de mandarine, in addition to base notes of patchouli and musk. The result is a tempting and luxurious scent. It’s beyond floral- it’s the definition of deep. Love and beauty are the essence of Tiffany, and the new fragrance captures that in a bottle.

This scent is uniquely new- orange as a top note can be a slippery slope that only the finest perfumer can arrange in such a way that the scent is not too green or shadowy. The new Tiffany is refined and reinforced: following the principle of light-to-dark in a dynamic new way, it’s an instant collector’s item.

 

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