Eileen Gu dishes on new Tiffany & Co. campaign

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Self-described “jewelry fiend” Eileen Gu joins actors Tracee Ellis Ross and Anya Taylor-Joy in latest Tiffany T1 campaign, titled Give Me the T.

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A few days before the announcement that she was named a new global ambassador for Tiffany & Co., Eileen Gu excitedly shared how her tie to the American jewelry brand dates to birth.

“When I was born, my godfather gave my mom a Tiffany silver spoon with my name engraved in it,” the 17-year-old freestyle skier, model and student says. “That was my first Tiffany piece. Although, now, I have many, many more.”

Gu points to her silver Tiffany HardWear chain necklace and silver 1837 ring as her current favourites that she wears on repeat.

But, one can imagine she’ll have a few new favourites to select from after the self-described “jewelry fiend” joins actors Tracee Ellis Ross and Anya Taylor-Joy in the latest Tiffany T1 campaign, titled Give Me the T.

“Tiffany, for me, has always represented the epitome of everything that I aspire my style to be. It’s bold, it’s unique — but at the same time it’s also very elegant, classy and timeless,” Gu says. “There is that kind of urban attitude without compromising that innate classiness that Tiffany has. That’s what I’ve always loved so, so much about the brand.

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“Being able to be a part of this new campaign, at such a pivotal time when Tiffany is revamping and recreating and doing all these new things for the brand, is a huge honour for me.”

The campaign, shot by Mario Sorrenti in New York, features a few new T1 designs including earrings, a pendant necklace and bracelet, each in 18-karat gold, alongside previous iterations of T1 including a show-stopping choker necklace with nearly 250 round-brilliant and baguette diamonds, totalling more than 13 carats.

“Being able to match that with the newer pieces as well just made the whole thing really, really stunning overall,” Gu says of the standout selection. 

Eileen Gu stars in the 2021 Tiffany T1 campaign.
Eileen Gu stars in the 2021 Tiffany T1 campaign. Tiffany & Co./Marilou Daube

While she admits to choosing slightly less spectacular pieces in her day-to-day endeavours — “I think I wear a little bit less than 13 carats when I’m upside down” Gu says with a laugh of her aerial acrobatics on skis — she looks to jewelry to make a statement, even when she’s on the slopes.

“In skiing, because the rest of your body is so covered, it’s kind of hard to stylize and express yourself through other more traditional means, like your clothing. You kind of have to wear ski clothes. In that sense, it’s kind of limiting,” Gu says. “But, with jewelry, you’re still able to have that sense of self-expression.”

The freestyle skier, who competes for China, has won several gold medals in her sport, including in Freeski Halfpipe and Freeski Slopestyle at the FIS Freestyle Ski and Snowboarding World Championships in Calgary last year. Gu is the first free-skier to win two gold medals at the event.

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As a young women in action sports, and also as a young Chinese-American in the field, Gu is often looked to as a role model. It’s a role she says is a “huge honour” — and one that she doesn’t take lightly.

“Being able to do things that people didn’t initially think was possible is a huge part of what I try to do. Because, for me, advocacy is all about visibility,” Gu says. “Being a young Asian-American female in a young, male-dominated, white action sport is very out of the ordinary. But then you throw in the fact that I’m also a full-time student and a model — people’s first reaction are. ‘That’s strange!’ or, ‘How do you do that?’

“What I try to do is follow my passion and show people that it’s possible. And hope to inspire people through that.”

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