Tiffany goes blue this Valentine's

Instead of red, Tiffany & Co is celebrating Valentine's Day in blue. The jewellery house has collaborated with Curtis Kulig for a campaign titled "Blue Is The Color Of Love".

Tiffany Knot double row ring in rose gold with diamonds. T|Tiffany & Co. Studio

The New York-based artist is known for his signature "Love Me", which he started scribbling in 2005. The simple message appeals while questioning whether it's a demand or a plea.

The Love Me tag later became an icon, ingrained in the urban fabric of New York, and became an indispensable piece of popular culture. Love Me has appeared everywhere from city walls and canvases to neon lights, metal sculptures and in other high-profile collaborations.

"Love Me was conceived as something very personal to me and it naturally grew into something that others interpret -- that is what makes it interesting," said the American artist.

New York-based artist Curtis Kulig. photos courtesy of Tiffany & Co

For Tiffany's Valentine's Day campaign, he created a series of exclusive artworks that declare messages such as, Dare Me, Know Me and Kiss Me, recontextualising his Love Me concept in bold Tiffany Blue typography.

His works are displayed alongside the brand's jewellery such as Tiffany HardWear, Tiffany Knot and Tiffany T.

Launched last month, the Tiffany Knot pieces are inspired by chain-link, an architectural symbol taken from the streets of the Big Apple.

An interplay of opposites, the design contrasts smooth organic forms with striking jagged angles on bracelets, rings, necklaces, pendants and earrings. From another perspective, the new collection romantically carries the message to tie the knot on the occasion of Valentine's Day.

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