Tiffany & Co has just rolled out its new Fall 2017 advertising campaign, "There's Only One".

According to the American jeweller, the campaign celebrates "the power of individuality and self-expression". 

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This is a significant campaign for Tiffany & Co because it's Reed Krakoff's first vision for the brand since he assumed the creative direction early this year.  And from the campaign visuals, it's apparent that the brand is pushing itself towards being a fashion-forward, contemporary jewellery marque; mixing-and-matching and stacking become de rigeuer.  

(Related: Lady Gaga Comes Together With Tiffany & Co In A New Campaign)

The black-and-white campaign features actress and model Zoë Kravitz; singer-songwriter Janelle Monáe; musician St. Vincent; American classical ballet dancer David Hallberg; actress Elle Fanning and American fashion model Cameron Russell.  

Another departure from the norm is the use of photographer duo Inez van Lamsweerde and Vinoodh Matadin, whose works are known to be edgy and continuously pushing the limits. This clearly shows that Tiffany & Co wants to break out of people's perception of it being a classy, luxury jeweller. Instead, it wants to appeal to everyone, young and old. By the looks of the new campaign, it's on the path to success. 

(Related: Tiffany & Co. Celebrates 'The Art of the Wild' In New Blue Book)