How did Tiffany & Co. partner with the movie 'Frankenstein'?

Tiffany & Co. provided archival and contemporary high jewelry for the film 'Frankenstein' in a collaboration focused on artistic integration.

What is the estimated media impact of the 'Frankenstein' and Tiffany partnership?

The collaboration is projected to have an earned media equivalent valuation of $65 to $75 million.

What is the theme for the 2026 Met Gala and Costume Institute exhibition?

The 2026 Met Gala theme is 'Costume Art,' exploring the dressed body across 5,000 years of Western art and fashion history.

Home / Arts and Entertainment / Tiffany & Co. Dazzles in 'Frankenstein' Film Tie-In

Tiffany & Co. Dazzles in 'Frankenstein' Film Tie-In

21 Nov

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Summary

Tiffany & Co. provided jewels for 'Frankenstein' without a fee.
The collaboration generated an estimated $65-75 million in earned media.
The Met Gala 2026 theme is 'Costume Art,' spanning 5,000 years.

Tiffany & Co. Dazzles in 'Frankenstein' Film Tie-In

Luxury brand Tiffany & Co. has achieved remarkable success through a unique, fee-free collaboration with the film 'Frankenstein.' The partnership, orchestrated by Kathryn Vanderveen's agency Createology, saw 27 pieces of high jewelry featured, estimated to have generated between $65 and $75 million in earned media value. This strategic integration highlights a shift in how luxury brands engage with entertainment, focusing on artistic and cultural resonance over direct advertising.

This collaboration with 'Frankenstein' exemplifies a growing trend where brands seek deeper connections with content, aligning with artistic aspirations and storytelling rather than overt product placement. This approach is also evident in upcoming projects like 'The Devil Wears Prada 2.' The partnership's success is measured by extensive media impressions and its impact on Tiffany's heritage brand narrative, demonstrating the power of cinema in elevating luxury.