For Krakoff, it was important that the new campaign for the T1 collection called "I Am The One" reflected the brand's more modern approach, casting models with character, such as Australian runway sensation and former refugee Adut Akech.
"I think she is someone who has that inner strength and confidence," Krakoff says of Akech. "She is someone who has that depth of intelligence that comes across in photos. It's a dynamic and exciting personality."
"The women had to reflect the nature of the collection, projecting the silhouette of the collection. These are women who come across as strong. They've purchased the pieces for themselves. They don't need to wait for someone to give them pieces."
Walking the tightrope between tradition and modernity is all in a days work bu Krakoff thinks that he's found the perfect balance with T1. "I think there's an attitude that's not found in other collections," he says. "It's giving the customer something that wasn't previously available. There's more graphic sensibility."
While the T1 designs are fresh, that graphic sensibility echoes some of Tiffany's most famous designs. "These pieces can become a part of a woman's wardrobe. That more graphic focus is something that was present in the work of Elsa Peretti. Look at the classic bone cuff she designed, which is still popular today. It's about re-emphasising things."
One aspect of Tiffany that will always be emphasised is its New York attitude, which is increasingly important as it joins Louis Vuitton and Christian Dior and becomes part of the LVMH luxury conglomerate following a $24.5 billion deal.
The Tiffany T1 collection is available now, with bracelets and rings in 18k rose gold that are available in wide and narrow widths, including styles with pavé diamonds expertly set by hand in a honeycomb pattern. A striking high jewellery necklace—masterfully set with mixed-cut diamonds—will also be available May 2020.