{"id":196078,"date":"2026-05-04T18:38:40","date_gmt":"2026-05-04T16:38:40","guid":{"rendered":"https:\/\/luxus-plus.com\/?p=196078"},"modified":"2026-05-05T11:53:41","modified_gmt":"2026-05-05T09:53:41","slug":"jewelry-tiffany-co-strengthens-its-cultural-presence-with-20th-century-studios","status":"publish","type":"post","link":"https:\/\/luxus-plus.com\/en\/jewelry-tiffany-co-strengthens-its-cultural-presence-with-20th-century-studios\/","title":{"rendered":"Jewelry: Tiffany & Co. Strengthens Its Cultural Presence with 20th Century Studios"},"content":{"rendered":"

Having already showcased spectacular product placement in the film *Frankenstein*, the American jeweler Tiffany & Co. is repeating the feat through a major partnership with Hollywood studio 20th Century Fox for the film *The Devil Wears Prada 2*.<\/h4>\n

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As the film season and the Cannes Film Festival get underway, Tiffany & Co. steals the spotlight from the actresses of The Devil Wears Prada 2 during a scene set in Milan.<\/b><\/p>\n

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This elevation of the brand to star status, closely linked to cinema since Breakfast at Tiffany\u2019s<\/i> by Stanley Donen (1961)\u2014adapted from Truman Capote\u2019s novel Breakfast at Tiffany\u2019s<\/i>\u2014is reflected in its products<\/b> and the film\u2019s set<\/b>, a boutique used for filming in 2025.<\/p>\n

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Backed by a major partnership with 20th Century Studios<\/b> (formerly 20th Century Fox), the LVMH Group jeweler highlights one of the standout pieces from its 2022 Blue Book Haute Joaillerie collection: a necklace featuring an aquamarine.<\/b><\/p>\n

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Ready for anything<\/h2>\n

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At the sight of this cover photo, connoisseurs already know what it\u2019s all about<\/b> and, above all, the role this necklace plays in The Devil Wears Prada 2. A sculptural piece made for the red carpet<\/b> that could very well find its place at the next Cannes Film Festival.<\/p>\n

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Crafted in platinum and set with an emerald-cut aquamarine weighing over 31 carats<\/b>, the necklace is enhanced by eight princess-cut diamonds and 328 baguette diamonds<\/b> totaling over 58 carats. It is worn in the Maison\u2019s iconic boutique on Via Montenapoleone by Emily Charlton (aka Emily Blunt)<\/b>, the highly ambitious former British N+1 of the film\u2019s heroine, Andrea \u201cAndy\u201d Sachs.<\/p>\n

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The aquamarine<\/b> was not chosen at random, as its hue is reminiscent of another star of the first film\u2014now a trend in fashion and interior design\u2014cerulean blue<\/b>.<\/p>\n

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A product placement like no other<\/h2>\n

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Unlike traditional product placement, this beautiful piece is integrated into the script<\/b> and aligns with one of the characters\u2019 personalities and her desire for social advancement<\/b>. For while traditional product placement, as seen in the James Bond franchise, serves merely as a backdrop\u2014featuring Aston Martins or Bollinger champagne\u2014a piece of jewelry, worn directly by the film\u2019s actors<\/b>, fallsunder the purview of the costume designer and director, Molly Rogers and David Frankel, respectively<\/b>. However, quite often\u2014as was the case in the first installment of *The Devil Wears Prada*\u2014the brands on screen are the costume designer\u2019s doing: either loans from personal contacts in the fashion industry (notably the Rick Owens pieces worn by Emily Blunt in the first film), or personal purchases made on behalf of the production.<\/p>\n

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But when it comes to official and more sophisticated product placement,<\/b> seamlessly integrated into the storytelling, brands turn to the company founded by Kathryn Vanderveen<\/b>, a specialist in jewelry product placement\u2014a field she has had ample opportunity to hone since Casino<\/i><\/b> by Martin Scorsese (1995)<\/b>. However, this approach, which was unique in its early days, has gained momentum with houses like Bvlgari<\/b> (Casino, House of Gucci<\/i>) or Tiffany & Co<\/b> (The Great Gatsby<\/i>, Death on the Nile<\/i>) no longer hesitating to insert themselves into the scripts of certain blockbusters.<\/p>\n

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For The Devil Wears Prada 2<\/i>, the collaboration extends beyond the necklace. Other extraordinary pieces are highlighted in this second installment<\/b>, including a pair of Elsa Peretti\u00ae Bone Cuff bracelets<\/b> in platinum, each adorned with over 100 hand-set diamonds, as well as ivory-striped T by Tiffany sunglasses<\/b> with gradient gray lenses.<\/p>\n

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\"devil
\u00a9<\/span> Tiffany & Co<\/figcaption><\/figure>\n

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The jewelry house doesn\u2019t stop there. Other extraordinary pieces are highlighted in this second installment<\/b>, including a pair of Elsa Peretti\u00ae Bone Cuff bracelets<\/b> in platinum, each adorned with over 100 hand-set diamonds, as well as ivory-striped T by Tiffany sunglasses<\/b> with gradient gray lenses.<\/p>\n

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More than just products, the brand also lent its boutique on Via Montenapoleone in Milan<\/b> to serve as the setting for one of the film\u2019s pivotal scenes<\/b>. An immersive window display inspired by the film is also on view through the end of May 2026.<\/p>\n

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This new cinematic presence for the Fifth Avenue jeweler<\/b>\u2014especially with The Devil Wears Prada 2\u2014allows the brand to consolidate its position at the intersection of fashion, cinema, and modern culture<\/b>. Furthermore, the House, which has been losing momentum over the past two years, hopes to reach a new audience through the silver screen and its red-carpet stars.<\/p>\n

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Last October<\/b>, Tiffany & Co. had already made a splash by becoming the first jeweler to partner with Netflix<\/b> for the release of Guillermo del Toro\u2019s film Frankenstein<\/b>, starring Jacob Elordi in the title role. Twenty-seven pieces of jewelry and accessories were featured throughout the film.<\/p>\n

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Read more > Natalie Portman to the rescue for Tiffany & Co<\/a><\/p>\n

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Featured photo: \u00a9 Tiffany & Co<\/p>\n","protected":false},"excerpt":{"rendered":"

Having already showcased spectacular product placement in the film *Frankenstein*, the American jeweler Tiffany & Co. is repeating the feat through a major partnership with Hollywood studio 20th Century Fox for the film *The Devil Wears Prada 2*.<\/p>\n","protected":false},"author":507,"featured_media":196076,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_seopress_titles_title":"%%post_title%% %%sep%% %%sitetitle%%","_seopress_titles_desc":"Following Guillermo del Toro\u2019s Frankenstein, the Fifth Avenue jeweler Tiffany & Co has secured a prominent spot in The Devil Wears Prada 2.","_seopress_robots_index":"","_seopress_robots_follow":"","_seopress_robots_imageindex":"","_seopress_robots_snippet":"","_seopress_robots_primary_cat":"none","_seopress_robots_breadcrumbs":"","_seopress_robots_freeze_modified_date":"","_seopress_robots_custom_modified_date":"","_seopress_robots_canonical":"","_seopress_social_fb_title":"","_seopress_social_fb_desc":"","_seopress_social_fb_img":"","_seopress_social_fb_img_attachment_id":0,"_seopress_social_fb_img_width":0,"_seopress_social_fb_img_height":0,"_seopress_social_twitter_title":"","_seopress_social_twitter_desc":"","_seopress_social_twitter_img":"","_seopress_social_twitter_img_attachment_id":0,"_seopress_social_twitter_img_width":0,"_seopress_social_twitter_img_height":0,"_seopress_redirections_value":"","_seopress_redirections_enabled":"","_seopress_redirections_enabled_regex":"","_seopress_redirections_logged_status":"both","_seopress_redirections_param":"","_seopress_redirections_type":301,"_seopress_analysis_target_kw":"","footnotes":""},"categories":[1964],"tags":[24716,23304,23296,24133,23240,24005,23007,22970,22419,23343],"class_list":["post-196078","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brand-strategy","tag-american-luxury","tag-cinema-en","tag-culture-en","tag-divertissement-en","tag-haute-joaillerie-en","tag-horlogerie-joaillerie-en","tag-khol-en","tag-lvmh-en","tag-news-en","tag-tiffany-co-en"],"_links":{"self":[{"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/posts\/196078","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/users\/507"}],"replies":[{"embeddable":true,"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/comments?post=196078"}],"version-history":[{"count":3,"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/posts\/196078\/revisions"}],"predecessor-version":[{"id":196139,"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/posts\/196078\/revisions\/196139"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/media\/196076"}],"wp:attachment":[{"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/media?parent=196078"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/categories?post=196078"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/tags?post=196078"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}