Reed Krakoff talks us through his first collection for Tiffany & Co

Last month, Tiffany & Co unveiled Elle Fanning as the new face of the jewellery brand in a 'Tiffany blue' takeover of New York City and an A-list party which saw the likes of Kendall Jenner, Naomi Campbell and Michelle Williams in attendance The move – which was the start of something very different for the company – comes after the appointment of Reed Krakoff (formerly of Coach) as chief artistic officer And now, his first collection for the brand, Paper Flowers has been unveiled The collection – which is available from 1 July – is the first offering from Tiffany under Krakoff's new vision, which is all about celebrating everyday luxury "The idea was to create a fine jewellery collection that has pieces in it that can be worn every day," Krakoff told us of the idea behind the Paper Flowers collection.

"It is very much a new way of wearing . Source