Home / Arts and Entertainment / Tiffany & Co. Dazzles in 'Frankenstein' Film Tie-In
Tiffany & Co. Dazzles in 'Frankenstein' Film Tie-In
21 Nov
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.
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.
In parallel, the fashion world is abuzz with other upcoming events. The Governors Awards showcased significant red carpet fashion moments, while the Met Costume Institute announced its 2026 exhibition, 'Costume Art.' This major exhibition will examine the dressed body through 5,000 years of art and fashion history, opening in a new permanent space.
