Tiffany & Co. has unveiled its 2025 holiday campaign, “Love is a gift”, a cinematic celebration of emotion, storytelling, and luxury that reaffirms the brand’s mastery in turning gifting into an art form. Starring global house ambassador Anya Taylor-Joy, the campaign continues Tiffany’s legacy of blending heritage with contemporary glamour, positioning love, in all its forms, as the ultimate luxury.
Shot across Los Angeles, New York, London, and Tokyo, the campaign weaves a visually rich narrative directed by Jonas Lindstroem and captured in stills by Carlijn Jacobs. The creative approach marries filmic storytelling with Tiffany’s distinctive aesthetic codes, including the iconic Tiffany blue box, white satin ribbon, and timeless jewelry pieces, to build emotional resonance and visual continuity across markets.
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At its core, “Love is a gift” underscores Tiffany’s positioning as more than a jeweler, but as a curator of life’s most meaningful expressions. The campaign follows Taylor-Joy as she journeys across cities, witnessing intimate exchanges of Tiffany Blue Boxes that signify moments of affection, celebration, and connection. Whether between partners, family members, or in acts of self-love, the film communicates a universal truth that aligns with Tiffany’s enduring brand promise: love, in any form, is the most precious gift of all.
Taylor-Joy is seen wearing Tiffany Icons including the HardWear, Lock, T, and Knot collections, along with new pieces from the ‘Bird on a rock’ collection, seamlessly tying heritage craftsmanship with modern appeal. The white satin ribbon, a recurring motif, guides her through each chapter of the story, symbolising the emotional thread that connects people and moments around the world.
“Love is a gift” exemplifies Tiffany’s consistent mastery of emotional branding through visual storytelling. It builds a global yet intimate narrative through cinematic execution and strong creative cohesion to create timeless content.
The campaign, which launched globally on October 28 across digital platforms and social media, culminates back in New York City, at the doors of The Landmark, where Taylor-Joy’s closing voice-over reinforces the campaign’s central message: “And whether shared with another or with ourselves, love, in all its facets, is the most precious gift of all.”
Last year, Tiffany had also tapped Taylor-Joy for its holiday campaign directed by Jonas Lindstroem, “With love, Since 1837”, where she explores New York City in a snow-dusted winter wonderland. Draped in the house’s iconic collections, she captures the essence of each collection, highlighting the house’s birthplace as the location where every act of love is celebrated, from timeless bonds to meaningful beginnings.
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