Tiffany & Co. has appointed independent creative agency American Haiku for a UK-focused project supporting the House’s iconic HardWear collection. The engagement began in October 2025 and is project-based, with American Haiku now joining Tiffany’s agency roster for potential future collaborations.
American Haiku was chosen for its craft-driven approach, sharp attention to detail, and track record of building distinctive brands in highly competitive categories.
“American Haiku was selected for its craft-driven approach, attention to detail and experience building distinctive brands in highly competitive categories,” said Hector Muelas, Chief Brand Creative Officer at Tiffany & Co. “The agency’s ability to combine elevated storytelling with cultural fluency made it a natural partner for us as a globally recognized luxury house seeking to deepen its cultural impact in the UK.”
The agency’s first work for Tiffany launched this month and stars actress Alison Oliver (Wuthering Heights, Saltburn), the jeweler’s newest House Ambassador. The campaign is part of the brand’s broader global HardWear initiative, with the UK execution bringing a culturally specific lens tailored to the local luxury market while remaining aligned with Tiffany’s global platform.
The campaign film, Learning Lines, captures the quiet intensity of preparation on a period set, with Oliver wearing pieces from the HardWear by Tiffany collection to express inner strength and self-love. Watch below:
“Few brands carry the cultural and creative weight of Tiffany & Co.,” said Thom Glover, founder and CCO of American Haiku. “As luxury continues to evolve, the real opportunity is in respecting heritage while pushing the craft forward. We’re excited to partner with Tiffany in the UK to create work that feels culturally resonant, beautifully made, and part of the brand’s ongoing global evolution.”
The partnership is intended to go beyond building awareness for a single collection. The broader aim is to create distinctive work in the luxury space that reinforces Tiffany’s iconic stature while keeping the brand feeling both timeless and current.
The appointment was made without a competitive review. There was no incumbent agency and no consultant-led process.
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