The Diamond Screen: How Tiffany & Co. and Netflix Redefine Luxury Through New Media

When Tiffany & Co. unveiled their groundbreaking partnership with Netflix for Guillermo del Toro's highly anticipated Frankenstein, the luxury marketing sphere was set ablaze. This was not a mere instance of product placement; it was a fusion of cinematic storytelling and brand legacy. The timeless allure of Tiffany diamonds illuminated the shadowy realm of del Toro's imagination. The necklace adorning actress Mia Goth was not just an accessory; it was a piece from the Louis Comfort Tiffany archives, a century-old artifact. It served as a narrative bridge, connecting Tiffany's 187-year history of artistry and innovation with the contemporary visual language of Hollywood.

Image Credit: Mia Goth as Elizabeth in Netflix's "Frankenstein," wearing an archive necklace by Louis Comfort Tiffany. Photo by Ken Woroner / Netflix (2025). Source: The Hollywood Reporter.

From Fifth Avenue to Film: The New Stage for Luxury

Luxury brands have been on the red carpet for a long time, but partnerships like Tiffany's with Frankenstein show how art, media, and marketing can all come together. In the past, exclusivity meant privacy and mystery. Now, it thrives on being seen and telling stories. Netflix's worldwide platform lets millions see Tiffany not through billboards but through characters, mood, and cinematography. This is the new frontier of luxury communication: brands that don't get in the way of the story but become a part of it. Luxury brands are becoming more powerful by collaborating on stories, such as Cartier's jewelry in "Ocean's 8" and Bulgari's films with Rome's Cinecittà Studios.

Cultural storytelling is not just a component, but the cornerstone of luxury marketing

Tiffany's move isn't an accident; it's a result of clever cultural marketing. Luxury brands don't compete for sales in today's crowded digital world; they compete for cultural relevance.

Frankenstein is a story about rebirth, creation, and imperfection, which goes well with Tiffany's message of change and art. It's a master class in what modern luxury marketers call "symbolic storytelling," which involves connecting your brand's identity to universal human themes to evoke emotions and foster loyalty. People who see Mia Goth's character wearing that shiny necklace aren't just witnessing costume design; they're actively participating in a conversation between movies, crafts, and cultural myths. They are integral to the narrative, shaping the way the story is told and the impact it has.

The Growth of New Media in Luxury Management

The partnership between Tiffany and Netflix is a good example of how media convergence is changing how luxury brands are run. In the past, maisons relied on glossy print ads and boutique launches. Now, they tell stories through streaming services, the metaverse, AR experiences, and movie collaborations. Significant changes that are shaping this new era:

• Cinematic Branding: Showing high-end jewelry in movies makes people remember it better and want it more.

• Digital Storytelling: Tiffany's campaigns now include short films, behind-the-scenes documentaries, and collaborations with influencers.

• AI and Data-Driven Insights: Luxury managers use analytics to see how cultural content affects brand desirability and how emotional engagement changes over time.

• Cross-Platform Experiences: Brands change their looks to fit different screen cultures, from

Netflix to TikTok, Without Losing their DNA.

What is the goal? To make luxury not only seen but also felt, combining traditional heritage with digital immersion.

Luxury in the Time of Attention

In the digital age, attention is the new money, and luxury brands are some of the best at getting it. Working with movie studios, streaming services, and pop culture icons helps brands reach new audiences while still maintaining their unique identity. Think about how:

• The brand got to know gamers through its partnership with "League of Legends."

• Cartier's global campaign with "Emily in Paris" got a lot of Gen Z people involved.

• Gucci's work with movies like "House of Gucci" made it hard to tell where marketing, movies, and identity end and one another begin.

These all indicate a significant shift in how luxury goods are managed, from selling things to selling ideas.

The Future of Marketing for Luxury Jewelry

The partnership between Tiffany and Netflix is part of a growing trend in which jewelry brands act as cultural curators. People, especially millennials and Gen Z, aren't just buying diamonds; they're also investing in the stories behind them. Digital storytelling, craftsmanship, and sustainability are the new foundations of luxury marketing. When you see a Tiffany necklace on screen, it becomes more than just jewelry; it illustrates how modern media can change the way we think about timeless beauty. This change requires leaders who are creative and can run a business, as well as professionals who can manage a brand with physical, digital, and emotional aspects.

The Raffles Way: From Screen to Strategy

Our Fashion Marketing and Management program at Raffles Indonesia is made for this new world, where business and creativity meet and stories and strategies come together. Students learn how to lead the next generation of global fashion and luxury campaigns through modules in brand management, digital strategy, and consumer psychology. Discover how Raffles transforms passion into profession, shaping future leaders in fashion marketing and management.

Arman POUREISA

Marketing Manager

Raffles Indonesia

References

The Hollywood Reporter. (2025, October 10). Tiffany & Co. Partners with Netflix to Bejewel Guillermo del Toro’s “Frankenstein” (Exclusive). Retrieved from https://www.hollywoodreporter.com/lifestyle/style/tiffany-lends-priceless-diamonds-for-netflix-frankenstein-1236395375/

Kapferer, J. N., & Bastien, V. (2022). The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands (3rd ed.). Kogan Page.

McKinsey & Company. (2024). State of Fashion: Luxury Reimagined.

Bain & Company. (2024). Luxury Goods Worldwide Market Study, Spring Update.

Deloitte. (2023). Global Powers of Luxury Goods Report.