As I mentioned a couple of days ago, one of the biggest events on the New York social calendar this week was the reopening of The Landmark at Tiffany & Co on Fifth Avenue. It’s been under renovation for four years, LVMH has now taken over the brand, and “Tiffany’s earnings are now double what they had been at acquisition”. Much of that success has been attributed to Alexandre Arnault, Bernard’s third child, who is now Tiffany’s executive vice president of product and communication. Again, the bigger significance of this is that Bernard is “auditioning his five kids for succession”.
For Alexandre, then, last night was a big deal. His dad and his siblings were there.
Alexandre was out to impress. So he brought in the stars. There were so many stars there that it was almost like a dress rehearsal for the Met Gala on Monday.
Let’s start with Pharrell because he’s part of the LVMH family now as he’s taken over from Virgil Abloh at Louis Vuitton. Here he is all chummy with Alexandre. I am obsessed with his sweater.
Gabrielle Union and Dwyane Wade were there in matching black and they’re Met Gala regulars at this point, so it’s a good bet they’ll be on the steps on Monday.
Florence Pugh wore Valentino and a wig. It’s a good preview for what we’ll see from her on Monday – definitely Valentino given her close relationship with the house. And I like the choice of this yellow/green flowy dress for Tiffany instead of the Met Gala. It’s well-suited for the occasion, it shows off the necklace, and I am fascinated by how perfectly it holds up in the chest area.
Blake Lively went with brown leather and big curls. The best part of her look, for me, is the manicure.
Zoë Kravitz, meanwhile, kept it simple – an open white shirt, sparkly bra, and simple chains over a plain black skirt. Timeless and contemporary and elegant.
There’s simple… and then there’s casual. Mark Wahlberg came in a tracksuit, LOL. I guess he thinks he meets the requirement with the sweatshirt in Tiffany blue and matching sneakers.
On the opposite end of the style spectrum is Anya Taylor-Joy. This red feather dress is exquisite. The construction of it. The architecture. The drama. But the inspired styling decision to go with a busy-ish look with a high collar and still work a neckpiece into it! The inclination here would have been to choose an outfit with an open neck to bare skin. That’s the opposite of what Anya went with and it’s that much more special.
But for all the star power there last night… do you know who the crowds came for?
According to some fans at the event, the security told them that the crowd is lined up all the way to Central Park 🤯
— Jimin Global | MUSE (@JiminGlobal) April 27, 2023
Jimin’s impact is insane!
TIFFANY GLOBAL AMBASSADOR JIMIN#JiminXTiffanyAndCo
JIMIN AT TIFFANYS
JIMIN IS COMING
pic.twitter.com/HXOgG7JRUF
Everyone knew exactly why there was suuuuuuch a scene outside Tiffany. The brand knew exactly what it was doing here when they signed Jimin to the ambassadorship.
Jimin was greeted by Anthony Ledru, President/CEO at Tiffany & Co. who quickly told him about the fans waiting for him 🥹
— JIMIN DATA | MUSE • Mostly REST (@PJM_data) April 28, 2023
“You have a lot of fans waiting for you outsideâ€
Everyone knows Jimin is the main event!#JiminxTiffanyLandmark#JiminXTiffanyAndCohttps://t.co/RTOcikb8Wu
Millions of tweets and reels and TikToks about Jimin at Tiffany trended on social media yesterday and through the night. But real marketing is when the attention becomes profit. When Jimin was named Dior’s ambassador back in January, Dior’s stock surged to an all-time high. Tiffany is banking on similar results.
So to go back to Alexandre Arnault, you will note, as of 10am ET this morning, he only has one photo with one celebrity posted to his Instagram feed.
