Tiffany & Co is expanding their coveted Tiffany Lock collection with a new array of jewellery and a new house ambassador—Florence Pugh.
The 27-year-old British actress joins current House Ambassadors ROSÉ of BLACKPINK, Jimin of BTS and singer Nancy Ajram in the latest Tiffany Lock campaign, which introduces a new selection of pendants, rings, earrings and bracelets to the existing collection.
The new iterations, modelled by Pugh and the other house ambassadors in the campaign, celebrate the personal connections that we share and the infinite power of love. They also introduce new colourways, including 18k white, yellow and rose gold with full pavé diamonds, half pavé diamonds or an all-metal way. Additionally, the House will debut a new Lock bracelet in 18k white gold with half pavé diamonds and half baguette diamonds.
With the all-important lock at the heart of the collection, Tiffany Lock launched in Australia earlier this year.
Locks have long been associated with love. From the Victorian period, when women wore tiny padlocks from their intended, to modern day lovers securing their own padlocks on Paris’ Pont des Arts bridge, it’s clear that people can’t help but buy into the lock’s promise of an enduring bond.
But locks come with their darker connotations too. We can’t forget the lock was also an integral piece of the medieval chastity belt, or the fact that being ‘locked’ into your relationship just isn’t as appealing anymore.
Of course, the maison also has its own relationship with the lock. Before creating the iconic jewellery that we know and love, Tiffany’s made functional padlocks. As these padlocks gave way to the brand’s more aesthetic counterparts, the lock motif remained as a defining symbol of the maison’s creations.
The Tiffany Lock collection draws inspiration from the house’s archives and gives the historical emblem a modern twist. Sporting the ethos of “no rules, all welcome”, the brand’s first genderless jewellery collection shows love doesn’t necessarily mean coupledom but inclusivity and togetherness.
The Tiffany Lock collection debuted in the U.S. in September last year with the release of four chunky, genderless bangles in the 18k yellow and rose gold. These bangles all rely on an elegant swivelling mechanism that allows them to open and close like a real padlock.
Then, Tiffany’s sent the Lock collection into overdrive by tapping K-pop star Rosé – who follows Lady Gaga, Beyonce and Jay-Z – to front their global campaign, styling her in sparkling diamond Lock bangles to showcase the collection’s versatility.
“No rules, all welcome” is the spirit behind the Lock collection – if you can get your hands on one, that is.
The Tiffany Lock bracelet rivals Cartier’s iconic Love bracelet, which famously can not be removed from the wrist without the help of a special screwdriver and has dominated the luxury bracelet market since the 1970s (the Prince and Princess of Wales being fans, just to name a few).
But the release of the Tiffany Lock collection gave Cartier’s iconic bracelet a new contender.
And those already obsessed with this collection, the Tiffany Lock’s new iterations will launch globally on August 1 and will be available at Tiffany & Co. stores around the world and online.
Here’s to the new era of the lock.