Tiffany & Co. Makes Amanda Seyfried Its New Ambassador and Turns Nostalgia into a Selling Point

To explain its choice, the company offers just one sentence. “Amanda naturally embodies the joy, style and refinement that have defined Tiffany & Co. for nearly 190 years,” says Anthony Ledru, its chairman and chief executive. The actress’s career sheds further light on this decision. Nominated for an Oscar for Mank, and winner of an Emmy and a Golden Globe for The Dropout, she has the experience needed to bring to life a story in which emotion matters just as much as the object itself. In Mamma Mia!, she played a young woman who discovers her mother’s romantic past. In “You & Me”, the roles are reversed and she takes on the part of the mother.

The plot unfolds across a few intimate scenes. A woman rediscovers a Blue Box marked ‘December ’92’ and is transported back to her childhood, to the day when her mother – played by Amanda Seyfried and adorned with HardWear jewellery – gave her a hand-painted Christmas ornament, inspired by Jean Schlumberger’s ‘Bird on a Rock’. Now an adult, the daughter wears this bird as a pendant. In the final scene, three generations gather around the Christmas tree. The grandmother is still wearing her HardWear necklace, and it is the granddaughter who hangs the ornament.
By turning a piece of jewellery into a family heirloom, the campaign elevates it beyond the status of a mere festive gift. Amanda Seyfried sums it up herself: “The ‘You & Me’ campaign perfectly illustrates how a meaningful gift can hold memories and become part of a family’s history.” A childhood memory becomes a piece of jewellery, and that’s where nostalgia becomes a selling point.

The choice of HardWear is by no means coincidental. With its chunky links and urban style, this collection, launched in 2017, is one of the iconic lines that Tiffany continues to build on, according to LVMH. Yet, on screen, these pieces of jewellery appeared as early as December 1992 – twenty-five years before they were created. This leap in time is certainly surprising. By showcasing the same necklace thirty years apart, Tiffany presents HardWear as a piece that never goes out of fashion. Nostalgia thus elevates a recent creation to the status of a timeless classic.