UK Edition
Tiffany & Co. appoints Reed Krakoff as Francesca Amfitheatrof departs
American fashion designer Reed Krakoff has been named chief artistic officer at Tiffany & Co., replacing Francesca Amfitheatrof, who is stepping down after three and a half years as the brand’s design director. Responsible for the minimalist ‘Tiffany T’ collection, and the force behind Tiffany’s attempts to woo younger, fashion-forward consumers through collaborations with retailers such as Dover Street Market and Net-a-Porter, Amfitheatrof is leaving to “pursue other opportunities” according to a press release issued by the brand.
Her departure comes as Tiffany announced that sales in America have declined by four per cent - no doubt affected by the 14 per cent dip in revenue at its Fifth Avenue store over the Christmas period due to “post-election traffic disruptions” (it is situated next door to Trump Tower).
The man stepping into Amfitheatrof’s shoes is no stranger to reversing the fortunes of heritage American brands. Krakoff served as executive creative director of Coach from 1996 until 2013, helping transform it from a $500 million leather-goods company into a $4 billion accessories powerhouse. He launched an eponymous diffusion line of accessories, fragrance and ready-to-wear under Coach in 2009, which closed in 2015.
His appointment at Tiffany & Co. does not come out of the blue - last summer the brand called on him to become a creative collaborator on its autumn/winter 2017 home furnishings and accessories collection.
In his new role as chief artistic officer, Krakoff, who is a member of the CFDA/Vogue Fashion Fund jury, will lead the design of Tiffany & Co. jewellery and luxury accessories, as well as being responsible for the creative direction of retail stores, e-commerce and advertising.
“I’m honoured to join Tiffany as chief artistic officer and fully dedicate my creative focus to this storied American luxury brand,” said Krakoff in a statement. “The exceptional opportunity to further Tiffany’s rich creative legacy of design and craftsmanship, and join the incredible talent within Tiffany, is truly inspiring.”
“Reed’s extraordinary talent and deep understanding of iconic American design, and Tiffany’s defining role in its legacy, make him poised for great success in this new position,” said Tiffany & Co. CEO Frederic Cumenal. “His expertise and creativity will continue to help build Tiffany as a global house of luxury.”
Krakoff will commence the role on February 1.