NEW YORK, July 30 — Tiffany & Co is heralding the arrival of Autumn 2015 with three sparkling new diamond jewellery collections.

“Tiffany Victoria”, “Tiffany Bow” and “Tiffany Infinity” have been designed by the legendary jewellers to celebrate the “cherished connections between friends and loved ones.”

Family and friends feature heavily in the collections’ new campaign, with sisters Dree and Langley Fox Hemingway, long-time model friends Crista Cober and Imaan Hammam and supermodel Doutzen Kroes and her son Phyllon all taking a starring role. The black and white ads, shot by fashion photographer Mario Sorrenti, show the new jewels layered gracefully and paired with lacy, feminine fashion choices. The creative also shot a short film around the theme of “the joys of being together”.

“Tiffany jewellery has long symbolised relationships that bring happiness and meaning to life,” said Caroline Naggiar, Tiffany’s chief marketing officer. “It’s part of our great legacy, and we are proud to feature real life families in this campaign, adding a genuine emotional component to the designs’ style and beauty.”

The house’s design director Francesca Amfitheatrof has added round and pear-shaped diamonds to the Tiffany Victoria collection to represent the delicacy of petals. Her Tiffany Bow was inspired by a slender thread you might tie around your finger to remember something or someone, and her Tiffany Infinity collection, inspired by the energy and vitality of an ancient symbol, has been contoured in a contemporary way.

The campaign will appear in print, in the Autumn/Winter 2015 “This is Tiffany — 2nd edition” magazine, as well as across digital properties under the hashtags #TiffanyVictoria, #TiffanyBow and #TiffanyInfinity. — AFP/Relaxnews