PM: Hence the lovely big headshots.
GC: Yes, the standard mood shot/pack shot combination doesn’t really work for me—I find most still life photography too cold. If I see a beautiful woman wearing a beautiful piece, it’s that connection that’s going to grab my attention. So in the campaigns we’ve been creating, we’ve been coming in increasingly closer to the model than I would have done previously. It can be harder, zooming into the body, since you don’t have much room to communicate emotion. But each piece of jewelry has its own personality and a good model can reflect that.
PM: You’ve certainly picked an attention-grabbing woman to interpret the spring campaign.
GC: Yes, Lady Gaga was the perfect person to represent the boldness and sophistication of this new Tiffany HardWear collection—these designs are inspired by the 1971 “Ball & Chain” necklace from the Tiffany Archives. In the past, I’ve often run away from photographing celebrities; but in Lady Gaga’s most recent incarnation—scrubbed down to her skin—she feels so natural, so real.
PM: Do you think your taste in the women that you cast in stories has changed over the years?
GC: Perhaps. I tend to gravitate towards the more romantic woman because that’s how I see myself, I suppose. I think everyone channels their ideas via themselves. I like photographing redheads, for instance. But fashion changes and women change. Taste changes.
PM: Can there be such a thing as bad taste when it comes to jewelry?
GC: Too much is bad taste. If a dress is beaded or embellished with jewels, and then you put beads or jewels on top of that, I think that’s overkill. But that said, in fashion rules are made to be broken.
PM: So you don’t hold to the traditions of only wearing your tiara at balls in certain hotels or of avoiding putting on diamonds before breakfast?
GC: Oh, those conventions are very old; they stretch back to the 1920s or something! I once did a story in British Vogue that purposely broke every one of those rules. I guess I’ve always been quite rebellious. I never want to be old-fashioned and left out.