– EN Star Style – The chief artistic officer for Tiffany & Co. personally asked Lady Gaga to wear the brand’s iconic gems to the 2019 Academy Awards.
Reed Krakoff carefully planned his collaboration with the star, who sported a $30 million (£22 million) necklace to the ceremony last month (Feb19), hoping the move would appeal to contemporary shoppers. The stunning piece was also worn by Audrey Hepburn in the 1961 film Breakfast at Tiffany’s.
“We always try to challenge ourselves to do something that’s going to surprise, create excitement and, above all, be something that could be done only by Tiffany,” Reed tells The Hollywood Reporter. “Prompted by the fact that we have one of the most famous pieces of jewellery in history, we thought, ‘Wouldn’t it be interesting to combine it with the right person, at the right time?’
“Lady Gaga is someone who embodies the creative, modern archetype that we see as ideal. But we also wanted to make sure that the necklace was flattering and worked with her clothing. Lady Gaga is incredibly precise about how she puts herself together.”
The singer, who was nominated for Best Actress for her role in A Star in Born that evening and walked away with the Best Original Song honour for Shallow, paired the jewellery with a stunning black Alexander McQueen gown and a classic up-do hairstyle.
Zoe Kravitz and Chadwick Boseman also made awards season appearances wearing Tiffany & Co. items, and Krakoff admits every celebrity hook-up was carefully thought out.
“We start with: ‘Who do we think embodies the spirit of Tiffany today?’ and, ‘Who have we worked with that we felt a real affinity for?’ Like Zoe, who was the star of our holiday film,” he adds. “She is someone who has that sophistication, realness, intelligence and accomplishment. She is relateable in a way that you don’t often see. So it’s important to be more genuine. People react much more positively to organic and genuine connections.”
Boseman’s association with Tiffany’s served as a way of promoting the forthcoming men’s collection that’s set to debut this autumn (18).