Welcome to The Spotted Review, our ongoing series where we analyze and grade the strength of the latest brand and celebrity partnerships — powered by data and research.
In our latest edition, The Spotted Review Team examines Tiffany & Co.’s new partnership with rapper ASAP Ferg, the first male rapper to appear as a spokesman for the luxury jeweler.
Download this edition of The Spotted Review now to gain access to exclusive insights into the partnership, including:
- The overall strength of the partnership between Tiffany & Co. and ASAP Ferg
- The overlap between Tiffany & Co.’s online audience and ASAP Ferg’s online audience
- ASAP Ferg’s relevance, momentum, and social follower growth
- The brands ASAP Ferg is spotted most frequently with on Instagram and in paparazzi photos
- Spotted’s executive recommendation to Tiffany & Co. on the partnership
The Context: Tiffany & Co. x ASAP Ferg
ASAP Ferg is an American rapper from the Harlem neighborhood of New York City. Aside from his solo career, he is a member of the hip hop collective ASAP Mob, which formed in 2006. In 2012, Ferg’s debut single appeared on the ASAP Mob mixtape. His first solo studio album, Trap Lord, was released in 2013 and debuted at number 9 on the Billboard 200 chart. That same year, he was named “Rookie of the Year” at the BET Hip Hop Awards, and in 2016, his single “New Level” was certified gold by the RIAA.
Prior to his music career, Ferg aspired to create his own clothing line. Gaining inspiration from his father (a designer and owner of a Harlem boutique), he launched a clothing and jewelry line and attended art school. In 2005, he launched Devoni Clothing, designing and distributing high-end belts worn by Chris Brown, Swizz Beatz, and Diggy Simmons.
Ferg has previously partnered with Adidas on various sneaker collections, but his new partnership with Tiffany & Co. is seemingly unconventional. Tiffany & Co. officially announced the partnership on May 3, 2018 at the Tiffany Paper Flowers Collection Launch in New York City. Ferg was the guest of honor and featured performer at the event, which boasted a guest list of celebrities such as Naomi Campbell, Hailey Baldwin, Yara Shahidi, and Zendaya. He is the first male rapper to appear as a spokesman for the luxury jeweler.
During a recent interview with The New York Times, Ferg explained the mutual interests of the partnership, “I feel like we open up doors for each other,” he said of Tiffany. “I show them my world, they show me their world.” He also highlighted what it could mean for young people from similar backgrounds to see him wearing Tiffany & Co. jewelry. He imagined what he might say to someone from his neighborhood: “I came from where you came from. You could attain this as well.”
As part of the brand’s spring 2018 “Believe in Dreams” campaign, ASAP Ferg collaborated with fellow Tiffany & Co. partner, actress Elle Fanning, on a modern iteration of the song “Moon River” (which originally appeared in the 1961 film Breakfast at Tiffany’s). The song was recorded in collaboration with Spotify.
When asked about the campaign, Tiffany & Co.’s Chief Artistic Director, Reed Krakoff, said, “We wanted to take a fresh approach to the campaign, juxtaposing something visually extraordinary with a song that is a nostalgic nod to the past with something wholly unexpected and of the moment.”
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