Creativity 50

Creativity 50 2014: Francesca Amfitheatrof

Design Director, Tiffany & Co.

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Francesca Amfitheatrof
Francesca Amfitheatrof Credit: Martin Crook

Francesca Amfitheatrof, the first female design director in Tiffany & Co.'s 177-year history, was brought in last year to modernize the brand and bring it to a wider audience.

She certainly has the credentials to pull this off. Trained as a jeweler and silversmith at the Royal College of Art in London, Ms. Amfitheatrof has designed for many big names including Chanel, Fendi, Marni, and Wedgwood over the last 20 years.

But the classical pedigree is mixed with a hint of rebellion -- she was a contemporary of Alexander McQueen, and used to run with the Young British Artists crowd, including Damien Hirst and Tracey Emin.

Ms. Amfitheatrof has brought that same duality to Tiffany T, her first collection for the brand, which has a simple, modern style with a hint of irreverence -- it includes pieces that resemble handcuffs, inspired by the friendship between Tiffany founder Charles Lewis Tiffany and escape artist Harry Houdini.

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