Tiffany T, the new collection of American jewellery (http://gioiellis.com/t-come-tiffany) is already a success, so much so that in a few countries, some bracelets are sold out and there is a waiting list. The reason for such popularity is explained by three successful women, the supermodel Coco Rocha, Aimee Song blogger of Song and Style, and Anne Slowey, fashion news director of Elle US, during the first world hangout (a kind video chat) ever organized by a company of jewelry, which also gioiellis.com, the first newspaper of the jewels, was invited. Obviously the protagonists were the sculptural jewelry designed by Francesca Amfitheatrof (http://gioiellis.com/italian-factor-per-tiffany), the new creative director of Tiffany & Co., who told about her job but, above all, shared the meaning of modernity today, that is what’s modern now, concept discussed at the meeting live. Yeah, because a product, an object, a dress or a jewel to please should first reflect the spirit of his time and then if you really have a content becomes a classic that never goes out of fashion. And for the design director, the real goal in a world so full with information, strains, noise, is simplicity.
That’s what spirits up the collection: a work inspired by contemporary art by subtraction. «This is why many artists rely on technology to create spaces and silences», says the Tiffany’s creative. Who has used of engineering solutions jewelery: to make wearable bracelets they have entered an elastic thread that makes them flexible enough to be fit and removed from the wrist without difficulty, while the mesh of necklaces with the T motifs, replicated in various shapes, have been designed and manufactured to be placed in any direction and have the same visual effect. But if the collection is filled with technical innovations and the key word is effortless, it is also true that fully reflects Tiffany’s style, happy and optimistic as the city, New York, where the company was founded and where is still planted the headquarters. Indeed, as the Big Apple, the woman Tiffany has no age nor nationality, is cosmopolitan and dares. In fact, according to Anne Slowey, the characteristic of these jewels T is the boldness because it combines classic with street wear:ideal for the day, you can put them in the evening. So, once worn you never take them off. Even if you have an aptitude to mix match as Aimee Song, which mixes the typical Californian shirts with pieces of high fashion: the timeless simplicity goes with everything. So, welcome minimalism: «More, more, more, more is great for diamonds», jokes Amfitheatrof. Then the question is: when will see a fine jewelry collection?