• by Sarah Mahoney  @mahoney_sarah, November 7, 2022

Tiffany & Co.’s new holiday campaign celebrates a season of sparkly parties, invoking Andy Warhol and his endless fascination with the Christmas holidays.

Model Hailey Bieber lights up the new ads, hosting a “larger-than-life party filled with diamonds, Tiffany Blue Boxes and no-rules attitude.”

Fashion photographer Mario Sorrenti shot the Tiffany Co. x Andy Warhol film, which it says is a tribute to Warhol’s legendary Factory and his enthusiasm for the holidays.

The inspiration comes partly from greeting cards Warhol created for Tiffany clients in the 1950s and 1960s and his “Deck the Walls” holiday parties. Amid Super-8 camera projection, sparkling diamonds and a tree made from Tiffany-blue boxes, Bieber and guests exchange gifts. Some of those are delicious throwbacks, including Jean Schlumberger’s iconic Bird on a Rock brooch.

The limited-edition collection includes tableware, ring dishes, tree ornaments, playing cards and -- of course -- greeting cards, priced at $200 for 12. Immersive in-store experiences also highlight Warhol’s long connection to Tiffany and holiday parties.

The collaboration also supports the Warhol Foundation’s endowment, which makes grants to visual arts organizations. “The foundation is delighted to draw attention to the enduring power of art with Tiffany & Co. during this ‘Warholiday’ season,” said Michael Dayton Hermann of the Warhol Foundation in the announcement.

Tiffany, now part of the LVMH luxury empire, has benefited from the recovery in international travel. In its most recent quarterly results, Paris-based LVMH says that overall, sales in its watches and jewelry business are up 23%, led by Tiffany and Bulgari.

Tiffany gained from the buzz generated by its elaborate  “Vision & Virtuosity” exhibit at the Saatchi Gallery in London, celebrating its 185^th anniversary. It continues its splashy rollout of the new Lock collection, padlock-inspired bangles, with parties attended by Bieber, as well as Kim Kardashian and Gal Godot.

LVMH also owns Chaumet, Repossi and Fred.