Tiffany Co. Titan Collection in a chat with Veigh

On August 22, Tiffany Co. invited our founder Bruno Luciano and the artist Veigh for a chat about the new collection signed by Pharrell, “Titan.”

The conversation involved Pharrell's references, his journey, and how Skateboard P has inspired generations, his influence in music, fashion, and art.

Check out the full discussion below:

Bruno Luciano: Good evening, everyone! Thank you all for being here. Today we are going to have a very cool chat with Veigh to celebrate this special moment that is Pharrell's Titan collection for Tiffany. For those who don’t know, this collection is inspired by Poseidon, the king of the seas. We talked a little backstage, but I’ll explain it better for you: Pharrell is from Virginia Beach, from Atlantis, and this collection brings all that background of his life and he applied it to the jewelry. Veigh, thank you for being here with us today. Let's start by talking about the basics. You are a big fan of Pharrell Williams, and I think there was no one better for us to bring here to have this chat. Tell us a little about your relationship with him, what your inspirations are, and how Pharrell inspires you in your daily life, in your music, and as an artist.

Veigh: Alright, first of all, good evening to everyone. For those who don’t know me, I’m Veigh. I sing some songs that have been doing well, thank God. And being here today is really cool for me, to be able to share this idea with you. My relationship with Pharrell is really great because... I talk about him as if we’re friends, right? But that’s it. Since I was young, I’ve always followed his musical part a lot. He started making beats, he was the beat guy, right? He had a group, and I was already consuming that. And when he started singing, already writing hits for artists you wouldn't even imagine, like Lady Gaga, among others, I admired him for that intelligence, I thought it was really cool. As a musician, as an artist, I have always had this appreciation for him.

So, when he started getting more involved with fashion, which is something very related to music and my style of music, that became even more interesting to me. I began to admire him as a whole, both in the musical part and in his style, in the way he dictates trends. He has always been a really intelligent artist, and I would like to have a bit of his intelligence and walk a similar path, mixing fashion and music, which goes hand in hand. I find that very interesting. He seems to be a very chill guy, easygoing, and I’m like that too. I don’t really like to drink, go out, or be in the craziness. So, I identify with him a bit in that aspect too.

BL: Yes, that’s really cool. And that calmer, peaceful vibe is something he conveys really well. And speaking of that, what do you think of the jewelry signed by Pharrell? They are an amazing collaboration, right?

V: Oh, I thought it was really dope, man. Really dope. Very different. In trap, which is the music style I make, we have a lot of access to jewelry. The relationship between music and jewelry is really strong. All the big rap artists wear it, and Pharrell has now signed this collection, but he’s had a long-standing relationship with jewelry, from big, flashy chains. I think this collection is a new step, very interesting, both for the brand and for the audience, you know?

BL: For sure. And you mentioned that Pharrell has always had this appreciation for personalizing jewelry, even before being directly involved in the creation of them. That’s something that’s part of his identity, and now, with this collaboration, he’s taking it to a new level. And it’s curious because you also have this low profile side, right? You don’t like social media much, don’t like to be constantly active there, but when you post something, it ends up generating a bigger impact.

V: Exactly. I’m not a big fan of always posting about everything. My work is music, not being an influencer, but I believe that because I don’t show much of my life, when I show something, like being here at Tiffany, it ends up attracting more attention. People value what I share more because they know it’s not something that happens all the time. And in rap, in trap, ostentation walks hand in hand with music. Showing that you have a nice car, nice clothes, but the jewelry, man, the jewelry is what catches the most attention. You can be wearing a simple black t-shirt, but throw on some jewelry and boom, that makes the difference.

BL: True. Jewelry is an timeless piece, right? Something that passes from generation to generation. And that also brings a story, a connection with culture.

V: Exactly. It’s really interesting. Jewelry has this power to add a lot to a visual, and in rap, in trap, that’s very important. And the story behind each piece also says a lot. I think this Tiffany collection, with Pharrell signing, brings a lot of that cultural and historical side. And it’s cool to see that Pharrell, even coming from humble beginnings, managed to reach places that once seemed impossible. That’s a huge inspiration for me.

BL: And how is it for you, coming from a humble background too, to access these places these days?

V: Man, for me it’s really cool. Sometimes, it’s tough, right? You want to enter a store, you want to see something, you want to buy, but it’s not always easy. Today, being here, talking to you, in a store that I’m a big fan of, is very special. Tiffany is a brand I’ve always admired, and the color, that Tiffany blue, is my favorite color. My hat is that color, my car too, and I really like it. There’s already a story there.

Bruno Luciano: And that first luxury piece you bought, it was here at the mall, right?

V: Yes, man. The first piece I bought when I started getting recognized was a Tiffany blue bag. I’ve always been a big fan of that color. And these collaborations, like Pharrell’s with Tiffany, make a lot of sense. They bring a new audience, a new generation that is trying to identify what makes sense to them. And for my crowd, that makes a lot of sense.

BL: For sure. And it’s also important for brands to engage with people who understand the street, the urban culture. I think trap, being one of the music genres that has grown the most recently, has a lot to offer in this dialogue with brands.

V: Yes, man. And that’s exactly it. Trap has a lot to discuss with these brands and with young people. Nowadays, luxury is being consumed more by young people, and that’s why these collaborations make so much sense. They bring names that the new generation recognizes and identifies with. And that’s really cool.

BL: Speaking of collaborations, we’ve already seen some teasers from Pharrell's next collection with Tiffany. What did you think?

V: I thought it was really dope, really dope. And it’s different from everything that’s here. I think it’s a new step for the store, for the brand, and for the audience. You don’t have to be a Pharrell fan to enjoy the pieces, you know? They are very well made, very delicate, and at the same time, have a street touch, an urban culture vibe. It’s really interesting.

BL: For sure. This collection, as you mentioned, was inspired by Poseidon, Atlantis, and all of Pharrell's story. It brings materials like gold and titanium, which have everything to do with this vibe. And I think it will be very successful.

V: Oh, for sure, man. Now it’s time to spend, right? Let’s put those jewels on the table!

BL: (Laughs) For sure! Once again, I want to thank Tiffany for the invitation. Thank you so much for hosting us and for allowing us to talk about Pharrell, a subject we love. And also thank you, Veigh, for being here today and sharing this really cool conversation with all of us. Thank you very much!

V: Thanks, my partner. Thank you all for being here! Let’s go!

Photos: @culturalcaio @alissongabriel__