5 things in luxury this week | 14th Sep 2022
1. John Lewis “For All Life’s Moments” by Adam&EVE DDB
After nearly a century of their price promise ‘Never Knowingly Undersold’ John Lewis Partnership unceremoniously ditched its famous strapline this year. As part of a brand overhaul, the major department store has this week unveiled its new brand positioning – ‘For All Life’s Moments’, helping to tap into the gift giving sector, especially during this time of austerity. Along with the brand rethink, the business is investing £500m into lowering its prices, along with expanding its own label ‘Anyday’. Never short of marketing campaign ideas, the rebrand is supported with a major new advertising campaign telling the story of a family. In a sign-of-the-times, the brand shift is a clear signal that even iconic British brands aren’t immune to the cost-of-living crisis. Only time will tell if this will help future proof it.
Client: John Lewis
Agency: Adam & EVE DDB
2. Tiffany & Co ‘Lose Yourself in Love’ with Beyoncé
In case you hadn’t noticed, Beyoncé is back. And not just in the music sense. The global icon has been hand-picked to front the new Tiffany & Co campaign cited as a ‘Creative Partner’ by the New York based jewellers.
The campaign pays tribute to being your true authentic self without apology. It sees the pop star modelling luxurious pieces from its ‘Tiffany T Collection’ and ‘Tiffany Diamond Jewellery’. including a dazzling Tiffany Lock set with diamonds. Accompanying the campaign is a short music video, due to premiere in October on Tiffany.com, with the accompanying soundtrack ‘Summer Renaissance’ courtesy of Queen Bee herself. It’s not the first time Tiffany’s has entered the brand marketing industry with ‘The Carters’. In April 2021, they featured Beyonce in an ‘About Love’ campaign, with the artistic direction of Jay-Z.
Client: Tiffany & Co
3. Made.com ‘Never Ordinary’ by Wonderhood
When it comes to affordable, stylish luxury goods, Made.com has carved out a niche for itself. Now the company is taking its brand to the next level with a pan-European campaign. The new 30-second spot advert focuses around its brand message of ‘Never Ordinary’. It showcases how the company is obsessive about detail and daring in its innovative design, inviting customers to show off their personality in their homes. In keeping with a popular theme at the moment (see last week’s Gucci mention), the advert is bold and quirky, with a nod to Stanley Kubrick cinematography in the corridor scene. This is also the first time the company has worked in partnership with a content marketing agency, traditionally its internal creatives oversaw all marketing execution.
Agency: Wonderhood Studios
4. Jimmy Choo ‘Time to Dare’ Campaign featuring Kendall Jenner
n further proof that the extended Kardashian family are taking over the world, Kendall Jenner was named the new face of Jimmy Choo this week. Featuring in its AW/22 campaign, the supermodel is featured in a series of glossy poolside images and teaser video evoking the footwear’s glamorous designs. Helping to push its growing range, Choo trainers, bags and boots feature within the spread. If the posters look like something out of a fashion magazine, that’s because celebrity photographer Carlijn Jacobs was commissioned for the shoot – yes, she of Beyonce’s latest album cover. We can’t get enough of her right now!
Client: Jimmy Choo
Agency: Sandra Choi, Creative Director
5. Sotheby’s ‘Contemporary Curated’ Collaboration with Skepta
In an unlikely pairing of classic meets street, Sotheby’s, the luxury auction house has partnered with music artist Skepta to front its ‘Contemporary Curated’ Exhibition in London this month. The grime artist has co-curated a collection of artwork from emerging and established artists, including Oprah and Virgil Abloh, as well as featuring his own standout work.
As part of the launch, a video interview with the talent is hosted on the official website. Inspired by his Nigerian roots, his piece ‘Mama Goes to Market’ reflects childhood memories of Nigeria and is expected to sell for up to £60,000. This is the second year the auction house has hosted the exhibition, which strives to collaborate with “exciting and culturally relevant tastemakers”.