Reed Krakoff is set to take on the role of Chief Artistic Officer at Tiffany & Co., effective February 1. Reed will direct design for TIFFANY & CO. brand jewelry, as well as luxury accessories, and lead the brand’s overarching artistic and design vision with respect to stores, e-commerce, marketing and advertising.

In 2016, Reed served as a creative collaborator for Tiffany with the re-launch of a luxury accessories collection, which the company expects to debut for Holiday 2017.

“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,” said Frederic Cumenal, chief executive officer of Tiffany & Co. “His expertise and creativity will continue to help build Tiffany as a global house of luxury.”

Tiffany views the appointment as another step in its mission for the past 180 years – to create the most important and beautiful jewelry, accessories and objects for the home, while advancing its global commitment to excellence in design, using exemplary materials and craftsmanship.

A three-time CFDA Award winner, Reed is celebrated globally for his contributions to the worlds of fashion, interior design and the arts. Reed has served in leading roles at Coach, Ralph Lauren, and most recently helmed his eponymous luxury fashion line of womenswear and accessories.

Reed Krakoff said, “The exceptional opportunity to further Tiffany's rich creative legacy of design and craftsmanship, and join the incredible talent within Tiffany, is truly inspiring.”

After three-and-a-half years, Francesca Amfitheatrof – who served as Design Director and was responsible for the design of Tiffany & Co. brand jewelry – will leave the company to pursue other opportunities.