Tiffany & Co. Says “Blue is the Color of Love”
For Valentine’s Day, Tiffany & Co. is collaborating with New York artist Curtis Kulig, known for his “Love Me” mantra.
This creative partnership is called “Blue is the Color of Love” and continues the American jeweler’s long tradition of working with groundbreaking innovators and artists.
A series of exclusive artwork has been created for Tiffany’s Valentine’s Day and includes declarative messages such as “Dare Me”, “Know Me” and “Kiss Me”.
These messages are an extension of the artist’s original “Love Me” concept that was a staple in New York City in the mid-2000s. From city walls to canvases and neon lights, the iconic phrase has become a “simple but mighty” for love.
Reinventing this mantra for modern times, the brand has recontexturized the artist’s works in bold Tiffany Blue typography.
The works of art are displayed alongside jewelry collections such as the recently launched Tiffany Knot, Tiffany T1 and Tiffany HardWear. Together, the campaign is a celebration of art, words and love.
“‘Love Me’ was conceived as something very personal to me and it naturally became something that other people interpret – that’s what makes it interesting,” Kulig said. Explaining his latest work with the jeweler, he said: “My creative process with Tiffany & Co. was very natural.”
In 2021, French conglomerate LVMH finalized its acquisition of Tiffany & Co. and has since revamped its marketing approach. From controversial “Not Your Mother’s Tiffany” ads to engaging stars like Jay-Z and Beyoncé as ambassadors and collaborating with trending artists like Daniel Arsham, the brand is rebranding itself to appeal more to the young generation.
While most people around the world are more familiar with the color red as a sign of love, Tiffany & Co. seeks to shake things up by proclaiming that “blue is the color of love”, a telltale sign that the brand seeks to reassert itself as the leading authority in the world of love and commitment.
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