Reed Krakoff has been a peripheral member of the Tiffany & Co. design team since last summer, when he was hired to collaborate on a majority of the brand's product line, barring jewelry and watches. On Tuesday, Tiffany & Co. announced that it will bring Krakoff on full time as the company's chief artistic officer, effective February 1.
Meanwhile, current design director Francesca Amfitheatrof, who joined Tiffany & Co. in 2013, will be stepping down. Amfitheatrof headed up the company's jewelry categories and was reportedly tasked with designing for a younger shopper. She will be leaving to "pursue other opportunities," according to a release.
In his new role, Krakoff will take over for Amfitheatrof in jewelry design, as well as luxury accessories, the latter of which he had helped to relaunch as a collaborator last year; Krakoff's accessories collection is expected to debut for holiday 2017. He'll also "lead the brand's overarching artistic and design vision with respect to stores, e-commerce, marketing and advertising," states the release.
Frederic Cumenal, chief executive officer of Tiffany & Co., said in a statement:
"Reed's extraordinary talent and deep understanding of iconic American design, and Tiffany's defining role in its legacy, make him poised for great success in this new position. His expertise and creativity will continue to help build Tiffany as a global house of luxury."
Krakoff, Coach's former creative director, arrived at Tiffany & Co. in July 2016 after halting production of his eponymous luxury brand and in August 2015, began planning for a relaunch. Back in April, he collaborated with Kohl's on a line of apparel and handbags, called Reed, priced between $15 and $129.