Tiffany & Co.'s Francesca Amfitheatrof Brings Change To The Luxury Brand

Tiffany & Co. held an opening night celebration, an intimate event at a Chelsea gallery space on Thursday, for the brand's latest line: Tiffany T. The new line features 18-karat gold and sterling silver jewelry.

Guests at the event, including Olivia Palermo, Coco Rocha, Karlie Kloss and Eva Chen, took pictures on their mobile phones, showing off Tiffany T bracelets and rings. Once they used the hashtag #MyTiffanyT, a neat little printout became available at a nearby photo booth.

Francesca Amfitheatrof, Tiffany & Co.'s first female design director, started at the 177-year-old house in September 2013. She is a captivating artist and silversmith who has designed jewelry and accessories for Alessi, Chanel and Fendi.

"What's funny about Tiffany is that you always think it's a very sort of classic, proper company. And it is, but at the same time, it's had this kind of artistic, crazy, irreverent side," she told Fashionista. "It's got to come back. We've got to bring it out."

Amfitheatrof finds that she has much creative freedom, an independence that allows her to bring that artistic irreverence back to life.

"You can go to very big brands and you can say, 'I'm going to change things, I'm going to do things,' but you don't have the support. I had the support from day one," she said.

At Tiffany & Co., Amfitheatrof lays the blueprints, unique designs and energetic shapes plucked from her own dreams.

"Tiffany is a big brand," she confirms. "It took me three months just to learn the size of it, just to start to touch the edges of it. I sort of hit the ground running. So from day one, I arrived with this [Tiffany T] collection and everybody said, 'Great, we're going to start, and we're going to do this.'"

Watch the clip below introducing Tiffany T:

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