Francesca Amfitheatrof is stepping down from her position as design director at Tiffany & Co., to be replaced by Reed Krakoff.
WWD reported this morning that Krakoff, who was perviously the executive creative director of Coach, helmed his own luxury line from 2009 until it folded in 2015, and most recently collaborated with Kohl's on a range of affordably-priced handbags, will be in charge of both jewelry and luxury accessories, as well as lead the brand’s “overarching artistic and design vision with respect to stores, e-commerce, marketing and advertising.”
Despite the excitement around Amfitheatrof's short tenure (the designer became the American house's first female creative director when she was hired in 2014), the writing was (somewhat) on the wall for this appointment. Krakoff was first brought into the Tiffany fold this past summer, where he collaborated with the label on a line of accessories and home furnishings—a fitting partnership, given Krakoff's passion for interior design and fine art in addition to fashion.
It will be particularly interesting to see what Krakoff does with the brand’s marketing and advertising, which has stayed more or less the same over the past few years. We’ll find out when he officially steps into his new role on February 1.