Tiffany – the unlikely brand taking on Donald Trump

This is unexpected.

Iconic American jewellery brand Tiffany and Co. has become the latest brand to lobby Donald Trump. Despite the fact that his daughter is named after it, Tiffany has addressed the US president directly in a new campaign. The brand is synonymous with luxury, which makes the issue it's championing all the more surprising. It has released a message on Twitter, Instagram and in yesterday's New York Times newspaper calling on Trump to keep the US in the Paris Climate Agreement.  

Tiffany strongly supports keeping the U.S. in the #ParisAgreement. #ClimateChange #ActOnClimate #TiffanyCSR

A post shared by Tiffany & Co. (@tiffanyandco) on May 9, 2017 at 5:00am PDT

  Printed across the brand's iconic blue backdrop are the words:

"Dear President Trump, We’re still in for bold climate action. Please keep the U.S. in the Paris Climate Agreement. The disaster of climate change is too real, and the threat to our planet and to our children is too great."

The Paris Climate Agreement is a deal between over 190 countries which aims to keep global warming at 1.5°C. "We support the global movement to act on climate change," Anisa Kamadoli Costa, Tiffany & Co.'s chief sustainability officer, told Refinery 29. "Using our brand to advocate for this important issue – in addition to Tiffany’s long-term goal of net zero greenhouse gas emissions by 2050 – is one of the most important actions we can take." One of Trump's campaign policies was to have the US withdraw from the agreement to help create jobs. The White House said yesterday that he would put off making a decision on the agreement until after the G7 summit at the end of May.