Tiffany & Co. makes love the gift in its 2025 holiday campaign with Anya Taylor-Joy
Tiffany & Co. has unveiled its 2025 holiday campaign, Love Is a Gift, starring global House ambassador Anya Taylor-Joy. Debuting globally on 28 October across digital platforms and social media, the campaign extends the jeweller's long tradition of holiday storytelling built around the Tiffany Blue Box. Captured in Los Angeles, it pairs an anthem film directed by Jonas Lindstroem with still imagery by Carlijn Jacobs, giving the season a cinematic register that matches Tiffany's positioning as a destination for meaningful gifts.
A journey framed by the Blue Box
The campaign follows Anya from New York City, the storied birthplace of Tiffany & Co., to London and Tokyo and back again. Along the way she witnesses intimate moments in which Tiffany Blue Boxes are exchanged and love is celebrated in many forms. The narrative device that carries her is a white satin ribbon, the campaign's central motif, which she unfurls from around a Tiffany Blue Box and which then leads her across the world. It is a simple, ownable idea that turns the familiar act of unwrapping a gift into the through line of the entire story, and it keeps the packaging, rather than any single piece of jewellery, at the emotional centre of the film.
Source: The AdStasher Youtube
The icons at the centre
As she travels, Anya wears a series of Tiffany Icons, the collections that anchor the brand's contemporary jewellery offer, including HardWear, Lock, T and Knot. She also wears designs from the new Bird on a Rock collection, a reworking of one of the house's most recognisable motifs. Placing these collections at the heart of a gifting story keeps the campaign commercially precise while staying emotionally warm, reminding audiences that each icon can stand as an expression of love and, in the run up to the holidays, as a gift ready to be chosen.
Love in all its facets
The ribbon leads Anya through different expressions of love, from romantic to familial to self-love, broadening the season's message well beyond the couple. That inclusive framing has become a recurring theme in Tiffany's recent advertising, and here it is stated plainly. The campaign concludes where it began, on the snow-dusted streets of New York City at the doors of The Landmark, the house's reimagined flagship on Fifth Avenue. Anya's voice-over closes the film with the line, "And whether shared with another or with ourselves, love, in all its facets, is the most precious gift of all," placing self-love in the same frame as romance and family.
A cinematic creative team
The choice of collaborators reinforces the campaign's film-first ambition. Jonas Lindstroem, known for a controlled and atmospheric visual style, directs the anthem film, while Carlijn Jacobs, whose fashion photography carries a bold and graphic sensibility, shoots the still imagery. Filming in Los Angeles rather than on location across the three cities allowed the production to build a stylised, dreamlike version of that global journey, in keeping with the campaign's fairytale tone. The result is a look that feels less like a travelogue and more like a single, continuous holiday reverie.
A consistent house narrative
Founded in New York City in 1837 by Charles Lewis Tiffany, Tiffany & Co. has celebrated love stories for almost two centuries, and the Blue Box has become one of the most recognisable pieces of packaging in luxury. Since its acquisition by LVMH in 2021, the house has invested heavily in high-visibility campaigns that pair well known talent with its core collections. Love Is a Gift sits squarely within that strategy, using a globally recognised ambassador and a strong central motif to carry the message across markets. By anchoring the holiday story to the Blue Box and its trademarked Tiffany Blue, the brand once again turns its most protected visual asset into the emotional heart of the work.
Written with AI assistance, edited by a human. Find out more about our Use of AI.
