Tiffany & Co, a hard luxury cornerstone has become static in the Instagram age. Today, a world in pandemic welcomed the April 1 launch of its first collection: T1, with the goings mimetic of a 1980’s Tiffany, when T-shaped motifs were the Dior Oblique of the moment.

As the glossy cadence of luxury launches and product promotions risk falling tone-deaf in our dour times, separately, the Tiffany & Co. Foundation has pledged a $1 million endowment to be allocated across COVID-19 relief funds. WHO’s COVID-19 Solidarity Response Fund, overseen by the UN Foundation, will receive $750,000; an additional $250,000 will benefit The New York Community Trust’s NYC COVID-19 Response & Impact Fund. Likewise, any employee
donations to COVID-19 relief nonprofits will be matched, dollar for dollar.

“During this global health crisis, we must all be responsive to the urgent needs of our global communities,” said chairman and president of the Tiffany & Co. Foundation, Anisa Kamadoli Costa. “We are proud to support organizations providing immediate relief for communities impacted by COVID-19, including our hometown of New York.”

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An update on COVID-19. #TiffanyAndCo #StrongerTogether

A post shared by Tiffany & Co. (@tiffanyandco) on Apr 6, 2020 at 6:00am PDT