Tiffany & Co is in need of a revival. Almost six decades after its endorsement from Truman Capote and Audrey Hepburn, the brand’s glitz is flickering. Its losses over the past two years and its dismissal of previous CEO, Frederic Cumenal, has raised questions about whether its robin’s egg blue boxes, white ribbons and glittering gems still entice like they used to.
Perhaps the divide between luxury and reality grew too distant. A brand that used to capture a universal desire for glitz within reach, embodied in Holly Golightly’s black gloved hands holding a Danish and coffee, has now become just too glamorous. In an attempt to revitalise itself, Tiffany & Co has released an Everyday Objects collection, dressing up home accessories with the brand’s signature minimalist flair.
With the rationale that “beautiful things shouldn’t just live in a drawer”, Tiffany & Co rejigs regular items like a coffee can, a ball of yarn, building blocks and a protractor into delicate display pieces — so removed from their utilitarian functions.
The startling prices are as follows: A ball of yarn with a sterling silver facelift will burn a S$12,300-sized hole in your pocket. Perhaps you can use it as a garrotte. If you choose to downscale and get yourself a coffee can made with sterling silver and vermeil, then S$2,100 is what you have to set aside.
Images provided by the company shows it being used as a pen holder, but we’re not sure how our Pilot G2000s will ever be adequate. There is a walnut and silver protractor, priced at S$580, a set of S$2050 building blocks, or a S$410 yo-yo.
We assume these tools were made for an overgrown child in an uber-rich tycoon’s body with serious nostalgia. What else are the possibilities?
Luxury and its absurd associations aren’t entirely new to 2017. We’ve had major fashion houses drop similar spins on their wares, to equal measures of public ridicule and hype. Tiffany & Co may strike the same balance with its Everyday Objects, but this overpriced fanfare of humble wares feels a lot like a publicity stunt, and not enough of a subversive move to feel ironic.
Yet, Tiffany & Co still holds some lustre in our collective imagination, especially with the recent success of its first perfume launch. Here’s us remaining hopeful, looking forward to more substantial releases from the classic label next.